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|Title: ||The driving factors of continuance online shopping: Gender differences in behaviour the case of Saudi Arabia|
|Authors: ||Al-maghrabi, T|
|Keywords: ||Internet shopping, e-shopping, technology acceptance, male and female examination,|
|Publication Date: ||2009|
|Citation: ||Proceedings of the European and Mediterranean Conference on Information Systems, Izmir , 13-14 July 2009|
|Abstract: ||This study proposes a revised technology acceptance model that integrates expectation confirmation
theory to measure gender differences with regard to continuance online shopping intentions in Saudi
Arabia. The 465-respondent sample consists of 68.8% women and 31.4% men. A structural equation
model confirms model fit.
Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping
continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are
also largely equivalent, but the regression paths from perceived usefulness to subjective norms and to
continuous intention are not invariant between men and women.
The model was operationally generalized across the whole of Saudi Arabia. This research moves
beyond online shopping intentions and includes factors affecting online shopping continuance. The
research model explains 65% of the intention to continue shopping online.
This research suggests that online strategies cannot ignore either the direct and indirect gender
differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi
|Appears in Collections:||Marketing|
Brunel Business School Research Papers
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