An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter? |
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| Institution: | 1. KTH Royal Institute of Technology, Division of Banking and Finance, 100 44 Stockholm, Sweden;2. KTH Royal Institute of Technology, Division of Building and Real Estate Economics, 100 44 Stockholm, Sweden;1. The Business School, University of Gloucestershire, Park Campus, The Park, Cheltenham GL50 2RH, United Kingdom;2. School of Materials, The University of Manchester, PO Box 88, Manchester M60 1QD, United Kingdom;1. Università Cattolica del Sacro Cuore, sede di Piacenza Facoltà di Economia e Giurisprudenza, Dipartimento di Scienze Economiche e Sociali Italy;2. Università degli Studi di Parma Dipartimento di Economia Italy;1. Macquarie University, Australia;2. University of New South Wales, Australia;1. IUT de Colmar (University of « Haute-Alsace »), Research fellow at the Beta UMR 7522, Professional contact: 34 rue du Grillenbreit BP 50568, 68008 Colmar cedex, France;2. EM Strasbourg Business School (Strasbourg University), Professional contact: 61, avenue de la Forêt-Noire, 67085 Strasbourg Cedex, France |
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| Abstract: | Motivated by the lack of knowledge of what factors deterring Internet users from adopting the Internet shopping in developing cultures, this investigation is therefore intended to underline the possible factors responsible for their deterrence. To achieve this objective, a model was proposed by involving factors established in literature as key potential drivers for predicating individuals' behavioral intention to adopt new technologies. The proposed factors were drawn from popular IS/IT adoption theories, namely perceived ease-of-use, perceived usefulness, perceived compatibility, social influence, trust, perceived risk, privacy, security, Internet shopping anxiety, Internet self-efficacy and price. Gender moderating influence was investigated in the conceptualized relationships between proposed factors and behavioral intention.This study was implemented by collecting data through a self-administered questionnaire from a broad diversity of Jordanian Internet users. Analyzing the data which consists of 261 valid datasets was accomplished by using WarpPLS 4.0. The results provide significant statistical evidence in support of all the factors hypothesized to influence behavioral intention to adopt with the exception of three factors: perceived risk, privacy and security. Furthermore, the gender was found to moderate the relationships between five of the proposed factors (perceived ease-of-use, social influence, trust, perceived risk, privacy) and behavioral intention. This study has also revealed some differences between online shoppers (based on prior literature and results) and non-shoppers. Interestingly, the proposed model explains 58% of the total variance in intention to adopt Internet shopping. Findings and limitations are discussed, theoretical contributions and practical implications are outlined, and future research directions are suggested. |
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| Keywords: | Internet Shopping Compatibility Social influence Internet shopping anxiety Gender Online non-shoppers |
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