By Dr. Talal Almaghrabi (MarCom Academy) Prof. Charles Dennis (Middlesex University)

Sue Vaux Halliday, School of Management, University of Surrey, UK


The objective of this study is to clarify the theoretical problem and identify factors that could explain the level of continuance intention of e-shopping in context of Saudi Arabia. The study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure age differences with regard to continuance online shopping intentions.
Structural equation model confirms model fit. The research findings confirm that Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance. The structural weights are mostly equivalent between the young and old groups, but the regression path from subjective norms to perceived usefulness is not invariant, with that relationship being stronger for the younger respondents.
This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The model explains 65% of the intention to continue shopping online. The research findings suggest that online strategies cannot ignore either the direct and indirect effects on continuance intentions.

Keywords: nternet shopping, e-shopping, technology acceptance, young and old examination, continuance online shopping, Saudi Arabia.



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