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Les déterminants socioéconomiques et géographiques de l’achat en ligne au Maroc

Author

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  • Samira Oukarfi
  • Abir Bercheq

Abstract

This article provides an empirical study of the socioeconomic and geographical determinants of internet adoption and online shopping in Morocco. We conducted a survey of 2,254 individuals located in three Moroccan cities with very different geographical, social, and economic conditions. Our methodological approach aimed to detect divergences in behavior toward this new purchase mode based on the local economic conditions and individuals? socioeconomic profiles. We estimated eight econometric models using individuals? internet adoption and online shopping decisions as endogenous variables. Our results corroborate those obtained in other contexts. Localization does not appear to affect the decision concerning internet adoption. However, the likelihood of engaging in online shopping increases for people living in the small city and the large city, compared to the mid-sized city. JEL classification: L81, L86, D18, D12, C25

Suggested Citation

  • Samira Oukarfi & Abir Bercheq, 2020. "Les déterminants socioéconomiques et géographiques de l’achat en ligne au Maroc," Revue d'économie industrielle, De Boeck Université, vol. 0(3), pages 139-182.
    • Handle: RePEc:cai:reidbu:rei_171_0139
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    More about this item

    Keywords

    online shopping; localization; digital divide;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities

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