. Lee, . Choi, . Kim, ;. G. Hong, T. Baptista et al., qui considère cette dimension comme un quasi-modérateur des relations entre l'utilité perçue, la confiance et l'intention d'usage. Ce résultat est probablement justifié par notre échantillon constitué de jeunes étudiants qui ne sont pas encore certains de leur futur et des orientations possibles. La dimension Orientation long terme est validée par notre étude avec un effet significatif positif contrairement aux études précédentes qui présentent un effet négatif de modération entre l, Le contrôle de l'incertitude est également non validé par notre étude en tant que variable modératrice à l'opposé des autres études, 1980.

&. Hofstede and . Bond, 2009) probablement justifiées par le lien de modération soutenu à savoir entre la confiance et l'intention d'usage, mais en ligne avec d'autres recherches, 1988.

, D'autre part, nous avons privilégié une approche qui substitue la dimension facilitée d'usage perçu par celle d'attente d'effort, dans la relation de modération de la dimension masculinité/féminité entre l'attente d'effort et l'intention d'usage. Cette substitution présente une des contributions dans notre étude où nous considérons valable la substitution entre ces deux dimensions en nous référant aux études antérieures qui stipulent que la variable attente d'effort puise son origine de la variable « facilité d'usage perçue » de (Davis, 1989) et validée comme un antécédent significatif de l, D'autres études ont montré que la confiance est un ingrédient nécessaire à l'orientation à long terme, car elle met l'accent sur les conditions futures (Ganesan, 1994.

, 2009) qui stipule que l'effet d'interaction de la facilité d'usage perçue était dans la direction opposée à cette hypothèse, de sorte que l'hypothèse fut rejetée. Ce résultat souligne le rôle du genre dans la perception d'usage de la technologie ou d'un système technologique, qui au vu de nos résultats, souligne la prédominance de l'aspect féminin dans la société Tunisienne, confirme que les hommes considèrent plus simple pour eux de comprendre et manipuler une technologie et avec moins d'efforts que les femmes. La dimension distance hiérarchique est validée dans notre étude qui est statistiquement significative, avec cependant un signe négatif sur l, La modération de cette dimension masculinité/féminité est significative positivement avec (b= 0,137) ce qui n'est pas en ligne avec les précédentes recherches telle que, 2009.

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, Cas de société tunisienne d'e-commerce (Jumia)

, Jumia a ainsi lancé trois événements commerciaux ayant rassemblé des millions de clients : Mobile Week, Jumia Anniversary et le favori du e-commerce (Jumia Black Friday). Durant ce Black Friday, Jumia Tunisie a enregistré son plus gros volume de ventes, confirmant l'engouement des Tunisiens pour l'événement. La société a multiplié les records en recevant un million de visites

, Jumia est déterminée à améliorer l'expérience client. Mr Elyes Jeribi, le CEO de Jumia Tunisie, a déclaré que 2018 va connaitre la naissance de Jumia Express : service permettant une livraison en 24h dans le Grand Tunis. Jumia permet actuellement un paiement exclusivement en cash à la livraison, 2018 sera l'année du paiement en ligne. Les clients Jumia auront donc le choix entre les deux options. Enfin Mr Jeribi ajoute : « Nous aspirons à renforcer notre position du leader du e-commerce en Tunisie en offrant la garantie satisfait ou remboursé à tous nos clients et en proposant des produits de qualité aux meilleurs prix, Consciente du besoin de sensibilisation aux problématiques du E-commerce Jumia a organisé une conférence intitulée : « e-commerce en Tunisie : état des lieux et perspectives ». Aux côtés de Jumia, les ministères du commerce et des Technologies de l'Information et de la communication, 2018.

J. House, premier site d'annonces immobilières de Tunisie, qui s'est distingué en 2017 par l'organisation des Real Estates Awards, annonce que son site fera peau neuve en 2018, Les visiteurs de Jumia House pourront ainsi bénéficier de visites virtuelles des biens immobiliers

, Jumia Food à Tunis, la plateforme de Jumia pour la livraison de repas à domicile. Mr Sofiène Marzouki, son Directeur, a déclaré qu'en 2018, la plateforme de la livraison des repas à domicile connaitra un élargissement dans sa liste des restaurants. Jumia Food étendra aussi son empreinte géographique aux autres grandes villes de la Tunisie, 2018.