العوامل المؤثرة على قبول واستعمال التجارة الإلكترونية: اختبار نموذج النظرية الموحدة لقبول واستعمال التكنولوجيا (utaut) على عينة من الزبائن الجزائريين.

This study sought to identify the factors affecting the acceptance and use of e-commerce by Algerian customers, by relying on the model of the unified theory of acceptance and use of technology, where the analytical and descriptive approach was used to analyze the data collected through the study tool. A questionnaire was distributed to a random sample of 100 people, only 70 questionnaires were valid for analysis, After entering the results in the SPSS 22 program and conducting various statistical tests, the study concluded that performance expectancy and social influence are two of the most important factors affecting the acceptance and use of e-commerce by Algerian customers, with a ratio of 0. 791 and 0.483 respectively, with a significant coefficient (0.01), while effort expectancy and availability of facilities had only a minor and marginal effect.