ScholarWorks@중앙대학교

초록

E-commerce adoption in Africa is shaped by distinct logistical and payment challenges, requiring a nuanced understanding of logistics service quality (LSQ), payment drivers (PDs), and cultural influences. This study develops an integrative framework to examine how LSQ and PDs influence e-customer satisfaction, trust, and purchase intention within the African e-retail sector, using Morocco as a case study. Findings reveal that timeliness and shipping conditions significantly impact e-customer satisfaction, whereas product availability has a negligible effect, reflecting the persistence of traditional retail alternatives. Furthermore, ease of payment emerges as the strongest determinant of e-customer trust, surpassing payment security, and emphasizing the need for seamless payment experiences. This study extends Transactional Trust Theory by demonstrating that cash on delivery (COD) serves as a trust-enhancing mechanism in low-trust, high-uncertainty environments, thereby mitigating perceived risk through physical verification before payment. The results also highlight the moderating role of COD, strengthening the effect of timeliness on satisfaction while weakening concerns over shipping conditions, and attenuating the impact of payment security on trust. Additionally, cultural dimensions—uncertainty avoidance and short-term orientation—influence social influence, shaping e-payment adoption. By bridging logistics efficiency, payment trust mechanisms, and cultural moderating effects, this study offers theoretical contributions to e-commerce trust formation and practical insights for e-retailers and policymakers. The findings advocate for localized strategies, including hybrid payment models that balance digital integration with consumer trust preferences, fostering a smoother transition toward digital financial inclusion in emerging markets.

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