Title: The driving factors of continuance online shopping: gender differences in behaviour among students – the case of Saudi Arabia

Authors: Talal Al-maghrabi; Charles Dennis

Addresses: International Training and Development Academy (ITDA), 82 Crispin Way, Middlesex, West London, UB8 3WT, UK. ' Lincoln Business School, University of Lincoln, Brayford Pool, Lincoln, LN6 7TS, UK

Abstract: This study proposes a model of e-shopping continuance intentions combining the revised technology acceptance model and expectation confirmation theory, measuring student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The results of an online survey (n = 234, 61.5% women, 38.5% men) are used in a structural equation model that confirms fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. The structural weights are largely equivalent, but the paths from subjective norms to enjoyment and subjective norms to continuance intention (men) and perceived usefulness to continuous intention (women) are not supported. The main contribution is to move beyond intentions to continuance. The model explains 71% of the intention to continue shopping online. The results suggest that online strategies cannot ignore gender differences on continuance intentions. The model can be generalised across the main commercial regions of Saudi Arabia.

Keywords: internet shopping; e-shopping; electronic shoppoing; technology acceptance model; TAM; gender differences; consumer behaviour; continuance intentions; intention to purchase; online shopping; Saudi Arabia; expectation confirmation theory; students; structural equation modelling; intention to continue shopping.

DOI: 10.1504/IJBIS.2012.046290

International Journal of Business Information Systems, 2012 Vol.9 No.4, pp.360 - 384

Published online: 16 Aug 2014 *

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