How Lebanese consumers use OLX mobile sale application

Abstract

This thesis investigates the reasons behind Lebanese consumers' use of sales applications, more specifically OLX, utilizing the Uses and Gratifications theory and the concept of trust. An online survey was conducted to understand Lebanese consumers' use of sales applications. 253 participants through snowball sampling provided information about themselves and replied to questions dealing with trust, trustworthiness, quality, age group, ease of use, uses and gratification and delivery time. Univariate ANOVA, hierarchal regression and frequencies were used to measure the hypotheses and research questions. Referring back to results, there is a significant statistical difference among the age groups and those who thought the application was easy to use. There were no significant differences for the 45 and above age group category. In addition, to these findings an independent t-test was done to double check whether those who claimed they trust OLX will in fact be gratified by the application as opposed to those who do not trust the application. Results indicated a statistically significant difference between those who said yes, they trust OLX.