Identifying online purchasing intention in Egypt: a fuzzy set qualitative comparative approach

Abstract

PurposeThe diffusion of electronic commerce has a notable impact on the economy's prosperity. This paper embraces complexity theory principles to examine the factors affecting Internet users' acceptance and use of electronic retailers. It is essential for the sustainability of electronic retailers to understand the motivations impacting online consumer behaviour. Symmetrical and asymmetrical methods are combined to examine the relationship between perceived ease of use, perceived enjoyment, web characteristics, online consumer reviews (OCRs) and online purchase intention. Further, symmetry and differences between males and females were examined.Design/methodology/approachData collected from 425 online consumers using an online structured survey was analysed using structural equation modelling (SEM) and fuzzy set qualitative comparative analysis (fsQCA). The net effects and causal configurations of the four proposed variables and online purchase intention were examined.FindingsThe SEM findings confirmed the significance of perceived enjoyment, website characteristics and OCRs on online purchase intention. Perceived enjoyment mediated the relationship between perceived ease of use and online purchase intention. The multi-group analysis confirmed the difference in antecedent impacts between males and females. The fsQCA findings revealed that multiple recipes lead to the occurrence of online purchase intention; in addition, the recipes leading to its absence do not mirror the previous ones.Originality/valueThe present study embraces complexity theory concepts in understanding online purchase intention using fsQCA methodology; further, the role of gender in online consumer behaviour was highlighted in the result discussion.

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“…By considering the varying degrees to which certain conditions contribute to consumer behaviours, fsQCA offers a more comprehensive analysis than traditional quantitative methods. This approach enables researchers to capture the heterogeneity of online consumer behaviour, leading to more informed and effective marketing strategies (Kumar et al ., 2022; Aref, 2023).…”