مجلة اقتصاد المال و الأعمال
Volume 10, Numéro 3, Pages 27-38
2026-09-30
When Risk Meets Trust: Understanding Online Purchase Intention In The Algerian E-commerce Market
Authors : Bouda Nabil . Akkarene Rim .
Abstract
This research aims to analyse the impact of perceived risk on Algerian consumers' online purchasing intentions, examining the mediating role of trust and perceived usefulness, as well as the moderating effect of digital culture and purchasing experience. A quantitative approach was adopted using a structured questionnaire, and the data were analysed using structural equation modelling (PLS-SEM). The results show that perceived risk negatively influences purchase intention, while trust and perceived usefulness partially mitigate its effects. Digital literacy and shopping experience reinforce the positive relationship between these cognitive variables and purchase intention
Keywords
Perceived risk ; Online purchase intention ; Consumer behavior ; Perceived unefulness
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