Men vs. Women: Study of Online Shopping Habits and Factors Influencing Buying Decisions in Bahrain

Men vs. Women: Study of Online Shopping Habits and Factors Influencing Buying Decisions in Bahrain

Ali Hussein Zolait (University of Bahrain, Sakhir, Bahrain), Safeya Mohamed Isa (University of Bahrain, Sakhir, Bahrain), Hala Mahmood Ali (University of Bahrain, Sakhir, Bahrain) and Veera Pandiyan Kaliani Sundram (Universiti Teknologi MARA, Shah Alam, Malaysia)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/IJESMA.2018100104

Abstract

The purpose of this article is to measure the difference between Bahraini men and women in terms of their habits of online shopping and determine factors affecting their buying decision. The researchers adopted a technology acceptance model (TAM) as a research conceptual framework. A questionnaire was developed and distributed randomly to a sample of Bahrainis. Collected data was analyzed to test the research framework and hypotheses using multiple regression analysis. Results show there is a difference between men and women in term of trust, habit, satisfaction, perceived ease of use, and risk. The limitation of research stems from the majority of the participants aged between 18-28 years old, which could not represent all population age group. The article identifies key predictors of the online buying decision, enabling entrepreneurs and practitioners of online business to understand which factors will be useful to draw a rigid strategy for their online presence. Previous studies on online shopping did not give much concern to gender factor, while the current study investigates differences between men and women online shopping habits and reaching new facts about factors that influence the Bahraini buying decisions.
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Determinants Of Online Shopping

Technology Acceptance Model (TAM) has been developed from reasoned action theory and planned behavior theory (Ibrahim, 2013). TAM is used for researching the determinants of information technology for end-user behavior, but numerous researchers suggest that there are additional influence of external variables, besides the core theory variables: perceived ease of use and perceived usefulness, intention to use and actual use behavior. In this paper, we develop the following TAM model in terms of adding new factors “Habit,” “Trust,” “Risk,” “Satisfaction” and “Security.” The elements of the model will be elaborated in the following discussion.

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