الدور الوسيط للثقة الإلكترونية في العلاقة بين أخلاقيات البيع الإلكتروني ونوايا الشراء الإلكترونية لعملاء التسوق الإلكتروني في ليبيا

فيصل سالم الكيخيا; مريم محمد حسن خالد

Authors

فيصل سالم الكيخيا أستاذ مشارك، قسم التسويق، كلية الاقتصاد - جامعة بنغازي Author
مريم محمد حسن خالد أستاذ مشارك، قسم التسويق، كلية الاقتصاد- جامعة بنغازي. Author

Keywords:

The ethics of online selling, Online trust, Online purchase intention, Online shopping customers in Libya

Abstract

This research aimed to determine the impact of the Ethics of online selling dimensions on online purchase intention through mediating online trust, by applying on online shopping customers in Libya who using Facebook. The data were collected by using electronic distribution, relying on a non-random sample of an intentional nature. The number of respondents from the research sample was (195) customer. To analyze the collected data, descriptive statistics and path analysis were used through the Warp PLS (V.8) program. The research results found that the Ethics of online selling dimensions have a direct, positive effect on both online trust and online purchase intentions, and that the dimensions of the Ethics of online selling have an indirect positive effect on online purchase intentions when mediating customer’s online trust of online shopping customers in Libya from Facebook users.

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