THE CONTRIBUTION OF PSYCHOLOGICAL AND ENVIRONMENTAL FACTORS TO ONLINE CONSUMER BEHAVIOR

Abstract

The aim of this research is to examine the Algerian consumer's online buying behavior, in particular Jumia customers, and to investigate the psychological and environmental factors that can influence online buying behavior and e-WOM behavior. Modern technology, particularly internet, greatly influences how business is being conducted, which makes embarking on such research immensely justified. This study is based on a review of relevant literature and a questionnaire designed to collect empirical data for quantitative research in which a sample of 121 respondent is used. The findings demonstrate that perceived risk and trust influence the online consumer's buying behavior. However, no environmental factor studied in this research has an impact on Jumia’s customers purchase behavior. Similarly, the results of this research underline that there are three significant predictors that positively influence the e-WOM behavior of Jumia customers; namely; website social presence, reference groups, and the product/service quality.