Le rôle de la confiance en ligne dans l’intention d’achat de l’e-consommateur libanais

Abstract

The e-commerce market in Lebanon is growing at a fast pace but competition is intensifying. This article reveals the exponential growth of the main Lebanese actors in this industry; this growth indicates that there is still a large market potential for e-commerce in Lebanon. The availability of online products or services has implied an emerging trend among Lebanese consumers and e-consumers, especially amongst Generation Y. In fact, the purpose of our study is to identify the role of online trust in the purchase intent of the Lebanese e-consumer by taking the case of Feel22.com, leader of online sales of cosmetics and beauty products in Lebanon.