Title: An extension of UTAUT model for Palestine e-commerce

Authors: Jumana S.A. Musleh; Govindan Marthandan; Nusrate Aziz

Addresses: Graduate School of Management, Multimedia University, Cyberjaya 63100, Malaysia ' Graduate School of Management, Multimedia University, Cyberjaya 63100, Malaysia ' Graduate School of Management, Multimedia University, Cyberjaya 63100, Malaysia

Abstract: This study investigates the extension of the unified theory of acceptance and use of technology (UTAUT) model to online shopping. The results show that performance expectancy has a significant positive impact on the intention to shop online. A significant positive impact of effort expectancy on the intention to shop online has also been observed. Social influence has a significant positive impact on the intention to shop online. However, facilitating condition has no significant influence on the intention to shop online. The results also show that the attitude towards online shopping is salient in determining the intention to shop online. Trust has a significant positive impact on the attitude towards online shopping. Perceived competence, perceived security control, perceived privacy control, shared values and communication have a significant positive impact on the trust. Yet, perceived integrity has no significant positive impact on the trust. Furthermore, opportunistic behaviour has a significant negative impact on the trust.

Keywords: UTAUT; technology acceptance; technology use; online shopping; trust; perceived security control; perceived privacy control; perceived integrity; perceived competence; shared values; communication behaviour; opportunistic behaviour; intention to adopt; performance expectancy; effort expectancy; social influence; Palestine; West Bank; Gaza.

DOI: 10.1504/IJEB.2015.068318

International Journal of Electronic Business, 2015 Vol.12 No.1, pp.95 - 115

Received: 22 May 2014
Accepted: 29 Dec 2014
Published online: 29 Mar 2015 *

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