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Characteristics of online shopping behaviour among Tunisians consumers

Published online by Cambridge University Press:  27 August 2024

M. Mnif ,
F. Guermazi ,
R. Masmoudi ,
W. Abid ,
I. Feki ,
I. Baati  and
J. Masmoudi
M. Mnif
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
F. Guermazi
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
R. Masmoudi
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
W. Abid*
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
I. Feki
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
I. Baati
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
J. Masmoudi
Affiliation:
CHU Hedi Chakeur psychiatry A department, Sfax, Tunisia
*
*Corresponding author.

Abstract

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Introduction

During the COVID-19 pandemic confinement, the number of people shopping online has increased all over the word. To date, little is known about the online shopping behaviours of Tunisians consumers.

Objectives

Evaluate the characteristics of internet shopping among Tunisian consumers.

Methods

A cross-sectional, descriptive and analytical study was conducted among subjects who had already made at least one online purchase. Data was collected using a self-questionnaire published by GOOGLE FORMS. We used a survey form collecting socio-demographic data, personal history and characteristics of online shopping behaviour.

Results

A total of 137 participants aged 34.62 ± 9.82 years took part in this study.

All participants had made at least one online purchase, with 43.8% (N=60) purchasing “More than once a year”. The products purchased were most often textiles and shoes (50.4%; N=69). The main reasons consumers gave for buying online were special offers (37.2%, N=51), reduced prices (25.5%, N=35) and free delivery (14.6%, N=20). Almost half of the participants (N=63; 46%) said that they had visited physical shops less since they started shopping online. Regarding the average online shopping budget, 44.5% of consumers (N=61) spent less than 50 dinars/month and 18.2% (N=16) did not use all the products they bought online. Almost half of participants (N=68, 49.6%) feared that their credit card information would be at risk. The majority of respondents (88.9%) thought they might receive a faulty product following online shopping.

Conclusions

Our study has enabled us to identify certain factors that may act as a blocker for online purchasing. So that, stablishing strategic actions for the continuous improvement of online shopping services with the reduction of subjectivity in customer perception will be helpful.

Disclosure of Interest

None Declared

Type
Abstract
Information
European Psychiatry , Volume 67 , Special Issue S1: Abstracts of the 32nd European Congress of Psychiatry , April 2024 , pp. S574
Creative Commons
Creative Common License - CCCreative Common License - BY
This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Copyright
© The Author(s), 2024. Published by Cambridge University Press on behalf of European Psychiatric Association
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