Purpose-The purpose of this study is to clarify the theoretical problem and identify factors that could explain the level of continuance intentions towards e-shopping. It aims to propose a revised technology acceptance model that integrates expectation confirmation theory to measure age differences with regard to continuance intentions towards e-shopping in Saudi Arabia. Design/methodology/approach-The sample (n=465) consists of 68.8 per cent women and 31.4 per cent men, 348 younger than 35 years old and 117 older than 35. A structural equation model confirms model fit. The model explains 65 per cent of the intention to continue shopping online. Findings-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. Research limitations/implications-The research findings imply that usefulness and subjective norm contribute to continuance intentions to some extent, but it is enjoyment that leads to a higher level of continuance intentions. Online strategies cannot ignore either the direct or the indirect effects on continuance intentions in Saudi Arabia. Originality/value-The paper adds to the understudied area of online shopping continuance intentions in the Arab World in general, and Saudi Arabia in particular, by examining the effects of usefulness, enjoyment, and subjective norms on continuance intentions.

PurposeThe purpose of this study is to propose a model of e‐shopping continuance intentions that incorporates the revised technology acceptance model and expectation confirmation theory and evaluates the expanded model in a new context: Saudi Arabia.Design/methodology/approachThe 465‐respondent sample consists of internet users in Saudi Arabia. A structural equation model confirms model fit.FindingsPerceived usefulness, enjoyment, and social pressure 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 continuous intention are not invariant between men and women. Notwithstanding that the study finds few differences between men's and women's e‐shopping behaviour, the findings for women are important because of the special role that e‐shopping can play in Muslim countries, including Saudi Arabia where there are cultural and legal restrictions on women's activities such as driving.Research limitations/implicationsThis research suggests that online strategies cannot ignore either the direct or indirect behaviour differences of continuance intentions.Originality/valueThis research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65 per cent of the intention to continue shopping online. It is of value to the literature, managers and policy maker on internet shopping and continuance intentions to e‐shop.

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

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure regional differences with regard to continuance online shopping intentions in Saudi Arabia. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Women in the eastern, western, and central region groups are equivalent. The structural weights are also largely equivalent, but the regression path from perceived usefulness to enjoyment is not invariant between female shoppers in the eastern and western regions or in the eastern and central regions. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 60% of the intention to continue shopping online. Furthermore, this research suggests that online strategies cannot ignore the influence of either direct or indirect regional differences on continuance intentions; the model can be generalized across Saudi Arabia.