Analysis of The Factors Affecting Digital Consumer Behaviour in Algeria

Abstract

The purpose of our study is to measure the factors affecting digital consumer behaviour through the statistic identification and definition of the relationship between the factors derived from the adopted scale (Attitudes, Web Atmosphere, Social Factors, Situational Factors, E-Retailers Image, Trust, and Cultural Factors) and Online Purchase Decision Making in Algeria. by conducting quantitative research through the distribution of an electronic questionnaire to 170 online shoppers in Algeria, The Results show that there is a significant positive impact of the aforementioned factors on online purchase decision making and precisely, Web Atmosphere, Situational Factors, and Attitudes have the biggest effect, while Trust has the least significant influence.