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The key factors affecting B2C acceptance in Egypt : an empirical investigation

Al-Sahouly, I; Rashid, T


I Al-Sahouly

T Rashid


This research aims at investigating the effect of interrelated micro-variables (level of trust, perceived security and perceived self-efficacy) and macro-variables (availability of active legislations and technological level) on the acceptance of E-commerce as the independent variable in Egypt. Applying the Technology Acceptance Model (TAM) and adopting quantitative research methodology, questionnaires were carried out amongst 600 Egyptian consumers. The results of the survey indicate that trust, security, current technological level, active legislations and self- efficacy all affected Egyptians consumers’ acceptance of business-to-consumer (B2C) e-commerce. The research further discusses significant implications that can be adopted at both the micro and macro levels in Egypt and presents the Conceptual Model for B2C acceptance in Egypt.


Al-Sahouly, I., & Rashid, T. (2015). The key factors affecting B2C acceptance in Egypt : an empirical investigation. International journal of research in management & technology (Print), 5(6), 385-399

Journal Article Type Article
Acceptance Date Dec 1, 2015
Publication Date Dec 1, 2015
Deposit Date Feb 9, 2016
Journal International Journal of Research in Management & Technology
Print ISSN 2250-1363
Electronic ISSN 2249-9563
Volume 5
Issue 6
Pages 385-399
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Additional Information Funders : Self Funded