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Understanding Egyptian Consumers' Intentions in Online Shopping

Understanding Egyptian Consumers' Intentions in Online Shopping

Reham I. Elseidi
Copyright: © 2018 |Volume: 8 |Issue: 3 |Pages: 18
ISSN: 2156-1753|EISSN: 2156-1745|EISBN13: 9781522546238|DOI: 10.4018/IJOM.2018070101
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MLA

Elseidi, Reham I. "Understanding Egyptian Consumers' Intentions in Online Shopping." IJOM vol.8, no.3 2018: pp.1-18. http://doi.org/10.4018/IJOM.2018070101

APA

Elseidi, R. I. (2018). Understanding Egyptian Consumers' Intentions in Online Shopping. International Journal of Online Marketing (IJOM), 8(3), 1-18. http://doi.org/10.4018/IJOM.2018070101

Chicago

Elseidi, Reham I. "Understanding Egyptian Consumers' Intentions in Online Shopping," International Journal of Online Marketing (IJOM) 8, no.3: 1-18. http://doi.org/10.4018/IJOM.2018070101

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Abstract

The purpose of this article is to investigate the factors that impact on Egyptian consumers' attitudes and intentions to use online shopping by integrating the technology acceptance models of Davis, and Fishbein and Ajzen's theory of reasoned action. In addition, other variables will be added such as trust and perceived enjoyment for its theoretical framework. A total 306 current internet users in Egypt provided usable responses. Structural equation modelling was employed to test the proposed model and research hypotheses. The findings showed that perceived usefulness, perceived ease of use, trust and perceived enjoyment were the significant predictors of attitude toward online shopping; whereas, attitude, perceived usefulness and perceived enjoyment were the most important factors affect the behavioural intention toward online shopping. The article provides some useful suggestions for the practitioners within the online shopping field.

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