تأثير المنصات الرقمية على توجيهات المستهلكين الجزائريين نحو السلع الأجنبية

Abstract

This study aimed to identify the impact of digital platforms on directing Algerian consumers toward foreign goods, Asample of 120 users of the Temu and AliExpress platforms was studied. The study employed a descriptive-analytical approach, utilizing an electronic questionnaire distributed to a sample of Algerian consumers, and data was analyzed using the SPSS software.The study addressed a set of dimensions related to digital platforms, namely: ease of use, trust and security, price and offers, user experience, user reviews and ratings, and payment and shipping. Additionally, it analyzed consumer attitudes across their cognitive, affective, and behavioral dimensions.The results of the study revealed a statistically significant impact of digital platforms on Algerian consumers' attitudes toward foreign goods. It was found that competitive prices, ease of access to products, user reviews, along with flexible payment and shipping, are among the most prominent factors influencing the consumer's purchasing decision. The study also revealed the growing openness of the Algerian consumer to global markets in light of digital development and the proliferation of e-commerce.Based on the findings, the study recommended the need to enhance consumer trust in local e-commerce, improve the quality of digital services, and support national enterprises to keep pace with digital transformation and face foreign competition