Consumer attitudes towards online shopping

Abstract

Purpose – The purpose of this paper is to examine consumer attitudes toward online shopping in Jordan. The paper introduces an integrated model which includes trust, perceived benefits, perceived web quality, and electronic word of mouth (eWOM) along with their relationships in order to examine their effects on consumer attitudes toward online shopping. Design/methodology/approach – A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; i.e. MarkaVIP. A sample of 273 online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability. Structural path model analysis was also used to test the hypothesized relationships of the research model. Findings – The empirical findings of this study indicate that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and eWOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results. Further, the authors also found that higher levels of perceived web quality lead to higher levels of trust in an online shopping web site. Perceived web quality was found to be a direct predictor of trust, and the former positively and significantly influences perceived benefits. Also, the authors found that 28 percent of the variation in online shopping attitudes was caused by perceived benefits and trust. Research limitations/implications – The research sample included only early adopters who are usually described as personal innovators and risk takers. Future research is encouraged to focus on other groups such as non-adopters to understand their online shopping attitudes. Another limitation is derived from the geographical context of the current study; that is Jordan. The findings are not necessarily applicable to other Arab countries and the rest of the world. Therefore, replications of the current study in different countries would most likely strengthen and validate its findings. Also, the study is cross-sectional which does not show how attitudes of consumers may change over time. The authors encourage future studies to employ a longitudinal design to understand the changes in consumers’ attitudes toward using online shopping over time. Finally, this study examined only one case in point and thus findings cannot be generalized to other online shopping web sites. Future research is highly encouraged to examine consumers’ attitudes toward other online shopping web sites inside and outside Jordan. Practical implications – The paper supports the importance of trust and perceived benefits as key drivers of attitudes toward online shopping in emerging markets like Jordan. It further underlines the importance of perceived web quality contribution to perceived benefits and trust as well as the key role of the later in forming online shoppers’ attitudes. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and acquire new customers to achieve long-term performance objectives. Originality/value – This paper is one of the very few attempts that examined attitudes toward online shopping in the Arab world. Importantly, it revealed the drivers of online shoppers’ attitudes in Jordan. National and international online retailers planning to expand their operations to Jordan or to the Middle East Region have now valuable empirical evidence concerning the determinants of online shopping attitudes and online shoppers’ behavior in Jordan upon which e-marketing strategies can be formulated and implemented.

Antecedents of Online Purchase Intention and Behaviour: Uncovering Unobserved Heterogeneity

“…Trust is an essential prerequisite for online purchase intention (Chang & Chen, 2008;Kim et al, 2008). Research confirms that trust is related to a positive attitude towards online shopping (Al-Debei et al, 2015), influences directly and positively online purchase intention (Ponte et al, 2015;Sharma et al, 2017), and fosters e-loyalty (Bilgihan, 2016;Kim et al, 2011). Following Teo and Liu (2007), trust in the Internet relies on the perception of the risks and benefits associated with transactions.…”

“…Some research has focused on countries where online shopping is less developed, allowing a more comprehensive, diverse and contextualised knowledge on the topic (Agag & El-Masry, 2017;Al-Debei, Akroush, & Ashouri, 2015;Escobar-Rodríguez & Bonsón-Fernández, 2017). This paper assumes a similar approach and focuses on Portugal, which has been having a slow online purchase growth, over the last years, compared to other OECD countries.…”

“…Some research establishes the trust-perceived benefits relationship but applying the concept of perceived risk instead of trust. Hubert, Blut, Brock, Backhaus, and Eberhardt (2017), for example, concluded that different types of risk are predictors of usefulness perceptions of mobile shopping, studied as a measure of helpfulness and convenience, which other studies include as one of the measures of the perceived benefits construct (Al-Debei et al, 2015;Zhang et al, 2017). Furthermore, Pappas (2017a) found that the relationship between the perception of risks and benefits is reciprocal.…”

Pengintegrasian Technology Acceptance Model (TAM) dan Kepercayaan Konsumen pada Marketplace Online Indonesia

“…Kepercayaan konsumen dapat berpengaruh signifikan dan positif terhadap sikap konsumen terbukti melalui penelitian Al-Debei et al (2015), Blagoeva & Mijoska (2017), dan Ashraf et al (2014). Hasil penelitian Gefen et al (2003) dan Blagoeva & Mijoska (2017) Sumber: (Ashraf et al, 2014;Blagoeva & Mijoska, 2017;Pavlou, 2003) Gambar 2.…”

“…Hal ini ditunjukkan melalui pengujian hipotesis H 7 yang terbukti didukung karena mendapatkan nilai p-value bernilai <0.001 dengan nilai  positif sebesar 0,386 sehingga apabila kepercayaan konsumen terhadap penggunaan aplikasi/website belanja online meningkat maka sikap konsumen juga meningkat. Hasil ini mendukung dan mengkonfirmasi hasil penelitian Al-Debei et al (2015), Blagoeva & Mijoska (2017) dan Ashraf et al (2014).…”