Study On The Impact Of E-commerce On Moroccan Consumer Behavior

The rapid development of information technology has touched every aspect of the consumer’s daily life,especially the Moroccan consumer.The widespread popularity of the internet in Morocco has led to a considerable change in how we communicate and get access to information.Globally,consumers are rapidly adopting e-commerce and shopping online.Now with the advancement of technology and innovative conditions,the present behavior of Moroccan consumers is digitalized.E-commerce has changed the way consumers search,analyze,compare,and purchase products and services.While traditionally consumers used to physically go in stores,look at the products,and decide whether to buy them or not,in the current marketplace,online websites allow consumers to view,compare,and purchase products from the comfort of their own homes.The highly competitive market and technological advancements in internet usage have led to a shift the traditional commerce to e-commerce.The topic of how e-commerce impacts consumer behavior has been examined in various contexts over the years.Although researchers from a variety of business disciplines have made significant progress over the past few years,the scope of these studies is rather broad,and the studies appear relatively fragmented and no unifying theoretical model is found in this research area.In this study,I will try to investigate the impact of E-commerce on Moroccan consumer behavior,by identifying and evaluating different consumer buying behaviors and suggesting some improvements in e-commerce for future development in Morocco.This the proposed framework not only provides us with a cohesive view of the consumer behavior,but also serves as a salient guideline for researchers in this area.The data was collected employing questionnaires.The findings indicated that domainspecific innovativeness and shopping orientations have a positive impact on consumers buying behavior toward e-commerce.Therefore,consumers are showing an interest in ecommerce because of its development.