Diffusion du commerce électronique en Tunisie : une analyse et modélisation des comportements d’adoption de l’internet et des services marchands par les jeunes

Abstract : In the era of the third Internet revolution, that of the Internet of Things (IoT), a lot of hope is turned to digital technologies to develop economies and boost local trade. In the Maghreb countries, especially in Tunisia, those hope are turned on the demand side. More specifically, at the end of the Arab Spring, and because of the role played by social networks (Facebook in particular) to mobilize young people to demonstrate in the streets of Tunis, the new Ministry of Commerce hopes in this population young to develop e-commerce. Based on this observation, this thesis proposes to study whether young Tunisians are the early adopters who will disseminate e-commerce in Tunisia. For this, the research problematic focuses on the factors of adoption of e-commerce by young people in Tunisia. To answer this research question, the thesis proposes at first to draw up the inventory of the diffusion of the internet within a population of young students. Before doing so, we propose in the first part of the thesis an inventory of the technologies territory’s coverage of the access to digital services. This inventory is discussed in support of a review of the literature on the digital divide. In a second step, she proposes an empirical and exploratory analysis conducted with a sample of about 400 Tunisian students. This study focuses on the adoption factors of the Internet and market services (e-commerce). Structured in two parts, the first part of the survey is exploited using econometric statistics and the second part uses structural equation analysis methods. The results of the thesis show that while the use of the internet is relatively well distributed to young Tunisians, the willingness to adopt e-commerce should be encouraged. For this, an adoption model is proposed in the second part of the thesis. It highlights what factors encourages or inhibit the adoption of e-commerce in Tunisia. The results of this model and the work carried out in Part 1 allow in the concluding part of the thesis to make various recommendations to companies engaged in a project to put their commercial activity online on one hand, and on the other hand towards the public actors to encourage the adoption of the internet marketing services in Tunisia.
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Mouna Sebei. Diffusion du commerce électronique en Tunisie : une analyse et modélisation des comportements d’adoption de l’internet et des services marchands par les jeunes. Economies et finances. Université Côte d'Azur; Institut supérieur de gestion (Tunis), 2018. Français. ⟨NNT : 2018AZUR0030⟩. ⟨tel-02056331⟩



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