DE LA CONFIANCE DANS LE COMMERCE ÉLECTRONIQUE À LUBUMBASHI : UNE ANALYSE NETNOGRAPHIQUE DES DISCOURS ARGUMENTATIFS
TRUST IN E-COMMERCE IN LUBUMBASHI: A NETNOGRAPHIC ANALYSIS OF ARGUMENTATIVE DISCOURSES

Summary/Abstract: The present contribution investigates whether the argumentative discourses on digital platforms (mainly Facebook and Whatsapp) can contribute to the creation of what can be called an “e-trust” with regard to e-commerce in Lubumbashi. This research is conducted on 56 people from various socio-professional backgrounds (students, independent workers, civil servants and researchers) who use social networks. This research was conducted with reference to the netnographic theory which studies users’ behavior on the internet. The study reveals that users are much more attracted by the presentation of products promoted by means of images and text, but face difficulties when making the payment online. They prefer to pay when they receive the goods. On the third or fourth experience, the trust is created towards the same e-merchant and the buyers resort to online payment. The results show that there is a correlation between the socio-professional status and the payment method, the image quality and text and the e-trust. This social reality is linked to two issues, cultural barriers and service language. It should be noted that this study is part of our doctoral research on the linguistic and cultural aspects of e-commerce in Lubumbashi.

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