Résumé:
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.
