The Factors Influencing Moroccan Community to Purchase Online From Chinese Retailers

Abstract

Nowadays, a considerable number of Moroccan customers have easy access to the internet and online banking. Most of them trust the e-commerce, towards Chinese retailers. Also, the technology revolution in Morocco, confırms that the above mentioned community, is totally convinced with the quality of online shopping through Chinese platforms.

The main purpose of this study is to investigate the factors influencing the Moroccan community to purchase from Chinese retailers. A survey was conducted on a sample of 203 e-pay cardholders, after determining four key factors (Responsiveness, Reliability, Competence, Ease of use), with Attitude as a mediator variable. Research model constructs were analyzed with the help of SPSS as a statistical software. The main finding of this research indicated that the above mentioned SERVQUAL dimensions demonstrate a direct and indirect impact on customer intention to purchase. The findings of this study can help Moroccan online retailers to rethink about the existing strategies,and develop effective marketing plans by taking into consideration the perception of Moroccan customers about online shopping.