ONLINE SHOPPING: AN ANALYSIS OF TECHNOLOGY ACCEPTANCE MODEL OF JORDANIAN CUSTOMERS
Keywords:
Online Shopping Behaviour, TAM, Attitude, JordanAbstract
Previous studies have attempted to determine the various factors which affect online shopping behavior based on different theories. The issue is the difficulty of identifying significant factors that influence customer behavior. Existing studies concentrated on online shopping in developed countries. For instance, in Jordan, online shopping remains in the early stage of development. Little is known about the acceptance of online shopping and the factors which influence this behavior throughout this country. The results indicate that perceived usefulness and perceived ease of use have a direct effect on customers’ attitudes towards online shopping and attitude determine the behavioral intentions of online shopping. Limitations, implications and future research are discussed.
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