Year: 2009
Type: conference-paper
Study design: Observational Study
Abstract: Purpose — This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. \nDesign/Methodology — The 465-respondent sample consists of 68.8% women and 31.4% men. A structural equation model confirms model fit. \nFindings — Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to subjective norms and to continuous intention are not invariant between men and women. \nOriginality — This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65% of the intention to continue shopping online. \nResearch Implications — This research suggests that online strategies cannot ignore either the direct and indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia. \nValue of research – Contributes to the literature on internet shopping and continuance intentions to e-shop in the context of Saudi Arabian country and economy.
Authors: T Al-maghrabi, Charles Dennis
Institution: Brunel University of London
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
SDG: Gender equality
Open Access status: green
OpenAlex ID: W1549196370