العقبات النفسية التي تواجه مستخدمي التجارة الإلكترونية عبر وسائل التواصل الاجتماعي وتأثيرها على نية الشراء في فلسطين

العقبات النفسية التي تواجه مستخدمي التجارة الإلكترونية عبر وسائل التواصل الاجتماعي وتأثيرها على نية الشراء في فلسطين

أمل سليمان
كلية الاقتصاد والمعاملات / جامعة الإسلام ماليزيا / 71000 نيلاي / ماليزيا
فؤاد جوهاري
معهد التمويل الإسلامي وإدارة الثروات / كلية الاقتصاد والمعاملات / جامعة الإسلام ماليزيا / 71000 نيلاي / ماليزيا
هارتيني محمد
كلية الاقتصاد والمعاملات / جامعة الإسلام ماليزيا / 71000 نيلاي / ماليزيا

Abstract

This study investigates the impact of psychological obstacles (Traditions, Customer Service, Customer Experience) encountered by e-commerce users through social media platforms on purchase intention in Palestine. Quantitative data were collected through a structured questionnaire distributed to e-commerce users in Palestine and analyzed using regression analysis. The findings reveal that customer experience represents the strongest obstacle, followed by customer service but the  traditions obstacle is not significant . In order to measure the relationship between purchases intention and psychological  obstacles facing e-commerce users via social media and their impact on purchasing intention in Palestine, it  indicate a significant negative relationship between psychological obstacles (Customer Service, Customer Experience) and purchase intention. According to the findings, the traditional obstacle is not significant. By applying resistance theory to the context of e-commerce, this study extends theoretical understanding and provides practical implications. The findings offer valuable insights for policymakers and e-commerce companies to design more effective strategies to overcome psychological obstacles, thereby strengthening consumer trust and fostering purchase behavior.

Keywords: psychological obstacles, users of e-commerce media, purchase intention , Traditions, Customer Service, Customer Experience.