Les déterminants de la confiance du consommateur : cas des achats en ligne au Cameroun

Abstract

The main objective of this research is to better understand the factors that explain consumer confidence when shopping online. To achieve this goal, our research is based on a qualitative approach. In this perspective, semi-directive interviews were conducted with 08 internet users. The data collected in this way is subject to automated thematic content analysis using Nvivo version 10 software. The main results of this research reveal that the security of transactions on a site, the reputation and competence of the merchant and the consumer's familiarity with Internet resources best explain the confidence of Internet users in online shopping. The analysis of these results also shows that the issue of online confidence is the major concern of e-consumers in view of the proliferation of frauds, problems of non-delivery of ordered products, hacking of credit card numbers, and misuse of personal data. It is therefore incumbent on the owners of merchant sites to build on these main results in order to strengthen the construction and maintenance of the confidence of Cameroonian Internet users.