Understanding Egyptian Consumers' Intentions in Online Shopping

Abstract

The purpose of this article is to investigate the factors that impact on Egyptian consumers' attitudes and intentions to use online shopping by integrating the technology acceptance models of Davis, and Fishbein and Ajzen's theory of reasoned action. In addition, other variables will be added such as trust and perceived enjoyment for its theoretical framework. A total 306 current internet users in Egypt provided usable responses. Structural equation modelling was employed to test the proposed model and research hypotheses. The findings showed that perceived usefulness, perceived ease of use, trust and perceived enjoyment were the significant predictors of attitude toward online shopping; whereas, attitude, perceived usefulness and perceived enjoyment were the most important factors affect the behavioural intention toward online shopping. The article provides some useful suggestions for the practitioners within the online shopping field.

Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms

“…This research also showed that in different consumer segments, there exist factors that directly influence consumers' behavioral intention to shop online. In contrast to prior study (Cha, 2011;Elseidi, 2018), perceived enjoyment was found to be a predictor of online shopping intention only in Suspicious Browsers and Incompetent Consumers segments. Unlike the findings of Wu et al (2007) and Agag and El-Masry (2016), perceived compatibility of online shopping with consumers' existing lifestyle was found to be a significant predictor of online shopping intention only in Suspicious…”

“…These findings are consistent with the studies which highlight the important role of PU (Agag & El-Masry, 2016;Bigné-Alcaniz et al, 2008;M. Y. Chen & Teng, 2013;Elseidi, 2018;Fortes & Rita, 2016;S. Ha & Stoel, 2009;Pelaez et al, 2019), compatibility (Agag & El-Masry, 2016;Al-Ajam & Nor, 2013;Eri et al, 2011;Vijayasarathy, 2004), and PSP (Dwivedi et al, 2017;H.…”

“…In their study, Chiu et al (2014) found that hedonic and utilitarian motivational factors positively influence consumers' intentions to repeat their online shopping activities. The studies of Cha (2011) and Elseidi (2018) also found positive and significant relationship between perceived enjoyment and intention to shop online. Perceived enjoyment not only influences consumers' intention to shop online but also their perceptions about its usefulness.…”

“…S. Ha and Stoel (2009) found that when consumers enjoy shopping at online stores, they develop positive perceptions about its usefulness. It was also found that when consumers enjoy online shopping, then they develop positive attitudes toward using it (Elseidi, 2018;S. Ha & Stoel, 2009).…”

“…In the literature, a lot of studies applied TAM and TPB in various information systems contexts and confirmed what these two models suggest about the relationship between attitude and behavioral intention. Many studies (Bigné-Alcaniz et al, 2008;Dwivedi et al, 2017;Elseidi, 2018;Eri et al, 2011;Fortes & Rita, 2016;S. Ha & Stoel, 2009;O.…”