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

Samira Oukarfi and Abir Bercheq

Revue d'économie industrielle, 2020, vol. n° 171, issue 3, 139-182

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

Keywords: online shopping; localization; digital divide (search for similar items in EconPapers)
JEL-codes: C25 D12 D18 L81 L86 (search for similar items in EconPapers)
Date: 2020
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