مجلة النمو الاقتصادي والمقاولاتية
Volume 9, Numéro 2, Pages 18-31
2026-05-16

Determinants Of Electronic Trust On Social Media Platforms A Comparative Analysis Between Digital Natives And Digital Immigrants – An Empirical Study Of Facebook Users



Authors : Belabbes Djamel Eddine . Djemaa Zakaria . Slimani Abdelwahab .

Abstract

This study investigates the structural determinants of electronic trust (e-trust) on social networking platforms, with a specific focus on the generational dichotomy between digital natives and digital immigrants within the Algerian context. To capture the multidimensional nature of online trust, the research develops an integrated conceptual framework combining the Technology Acceptance Model, the Information Systems Success Model, and the Unified Theory of Acceptance and Use of Technology. Based on a quantitative descriptive design, data were collected from 445 active Facebook users and analyzed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical findings demonstrate that technical imperatives—specifically system quality and service quality—act as the primary catalysts for establishing e-trust. Conversely, perceived ease of use and privacy concerns do not directly dictate trust levels, a result that underscores the "privacy paradox," wherein users rationalize potential privacy risks against functional utility. Moreover, the analysis confirms that e-trust functions as a crucial mediating mechanism translating technical robustness into sustained behavioral intentions. Comparative generational assessments reveal significant behavioral divergence: older cohorts (digital immigrants) manifest pronounced sensitivities toward data privacy, while younger users (digital natives) maintain higher baseline trust but exhibit stringent expectations regarding interface utility. Ultimately, the paper argues that cultivating long-term e-trust in emerging markets necessitates a strategic pivot from mere usability toward uncompromising technical reliability and transparent data governance, meticulously tailored to the nuanced psychological thresholds of distinct user demographics.

Keywords

Electronic Trust. Digital Natives. Privacy Paradox. Social Media Platforms. Structural Equation Modeling .

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