Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/3676
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dc.contributor.authorAl-maghrabi, T-
dc.contributor.authorDennis, C-
dc.coverage.spatial19en
dc.date.accessioned2009-10-02T13:53:05Z-
dc.date.available2009-10-02T13:53:05Z-
dc.date.issued2009-
dc.identifier.citationProceedings of the European and Mediterranean Conference on Information Systems, Izmir , 13-14 July 2009en
dc.identifier.urihttp://bura.brunel.ac.uk/handle/2438/3676-
dc.description.abstractThis 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 Arabia.en
dc.format.extent227100 bytes-
dc.format.mimetypeapplication/pdf-
dc.language.isoen-
dc.publisherEMCISen
dc.subjectInternet shopping, e-shopping, technology acceptance, male and female examination,en
dc.titleThe driving factors of continuance online shopping: Gender differences in behaviour the case of Saudi Arabiaen
dc.typeConference Paperen
Appears in Collections:Marketing
Brunel Business School Research Papers

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