IMPACTS DES DIMENSIONS DU RISQUE PERÇU SUR L’ACHAT EN LIGNE DANS LE CONTEXTE MAROCAIN

Résumé

The main interest of this scientific article is to initiate an in-depth analysis of the impact of the main dimensions associated with perceived risk on the online purchase decision-making process of Moroccan cybershoppers. Indeed, we have identified the positivist paradigm as an epistemological posture, the hypothetical-deductive approach as research reasoning and the qualitative approach as a method of collecting data from the target sample of our empirical investigation. In addition, during the development of our measuring instrument we referred to the standards included in the paradigm of Gilbert Churchill (1979). Namely that we went to the test of the theoretical model developed by Emad Y. Masoud (2013) in Jordan with the aim of evaluating its implementation in the Moroccan context.