Authors:
Sahar Alayli

Addresses:
1Department of Business Administration, Beirut Arab University, Beirut, Lebanon. Sahar.alayli@lau.edu1

Abstract:

As e-commerce grows in popularity, companies need to grasp the variables contributing to customers' online purchase decisions. This quantitative study explores the relationships between perceived convenience, trustworthiness, product quality, and online purchase intent in 140 Lebanon residents. This study examines the Lebanese e-commerce ecosystem, where customer trust and product quality influence online purchasing. The goal is to boost online sales and customer service. Lebanon's online buyers were surveyed using a pre-designed questionnaire. On a Likert scale, respondents were asked if ease, trustworthiness, and product quality would make them buy online. Pearson correlation analysis examined the variables' relationships, while descriptive statistics summarised the sample's demographics. Convenience, trustworthiness, and product quality all positively connect with online customers' intent to buy. Customer confidence in the e-commerce site and its products increases with online shopping propensity. Perceived trustworthiness also strongly predicts Lebanese online purchase intent. Customers who trust the e-commerce site tend to like the service and products. The study found that product quality moderates online shopping intent. If things are high-quality, customers will buy online. These findings have major implications for Lebanon's e-commerce. Increased platform convenience, trustworthiness, and product quality can improve customer perception and online buy intention. User-friendly interfaces, safe transactions, and great customer support boost perceived convenience and trustworthiness. Investing in product quality, customer ratings, and testimonials may benefit Product Quality.

Keywords: Perceived Convenience; Perceived Trustworthiness; Perceived Product Quality; Online Purchasing Intention; E-Commerce; Customer Confidence; E-Commerce Ecosystem.

Received on: 19/10/2022, Revised on: 26/12/2022, Accepted on: 05/02/2023, Published on: 07/03/2023

FMDB Transactions on Sustainable Social Sciences Letters , 2023 Vol. 1 No. 1, Pages: 56-67

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