مجلة نماء للإقتصاد والتجارة
Volume 9, Numéro 1, Pages 138-153
2025-06-30

Drivers Of E-commerce Adoption In Algeria: An Empirical Field Study Using The Technology Acceptance Model (tam) And The Theory Of Planned Behavior (tpb)



Authors : Lamine Nasr-eddine . Cherchem Mohamed .

Abstract

This research investigates the factors shaping online purchase intention among Algerian consumers, employing the Technology Acceptance Model (TAM) enhanced with social influence constructs. Drawing from a sample of 152 respondents, the findings indicate that perceived usefulness, perceived ease of use, and social norms play a pivotal role in shaping e-commerce adoption intentions, collectively accounting for 42.9% of the variance in purchase intention. Notably, social factors exert a particularly strong impact on this collectivist cultural framework. These findings contribute to the technology adoption literature by demonstrating the relevance of the Technology Acceptance Model (TAM) and theory of planned behavior (TPB) in a non-Western, North African context, where communal values and external social influences disproportionately shape decision-making processes.

Keywords

E-Commerce ; Consumer Behavior ; TAM ; TPB ; Technology adoption

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