The driving factors of continuance online shopping: gender differences in behaviour among students: the case of Saudi Arabia

Al-Maghrabi, Talal and Dennis, Charles (2012) The driving factors of continuance online shopping: gender differences in behaviour among students: the case of Saudi Arabia. International Journal of Business Information Systems, 9 (4). pp. 360-384. ISSN 1746-0972

Full content URL: http://dx.doi.org/10.1504/IJBIS.2012.046290

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Item Type:Article
Item Status:Live Archive

Abstract

This study proposes a model of e-shopping continuance intentions combining the revised technology acceptance model and expectation confirmation theory, measuring student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The results of an online survey (n = 234, 61.5 women, 38.5 men) are used in a structural equation model that confirms fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. The structural weights are largely equivalent, but the paths from subjective norms to enjoyment and subjective norms to continuance intention (men) and perceived usefulness to continuous intention (women) are not supported. The main contribution is to move beyond intentions to continuance. The model explains 71 of the intention to continue shopping online. The results suggest that online strategies cannot ignore gender differences on continuance intentions. The model can be generalised across the main commercial regions of Saudi Arabia. Copyright © 2012 Inderscience Enterprises Ltd.

Keywords:Continuance online shopping, E-shopping, Internet shopping, Male and female examination, Saudi Arabia, Technology acceptance
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:11118
Deposited On:19 Dec 2013 15:44

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