Title: The effect of culture values on consumer intention to use Arabic e-commerce websites in Jordan: an empirical investigation

Authors: Kamsuriah Ahmad; Mohannad Moufeed Ayyash; Omar Mohammad Ali Al-Qudah

Addresses: Faculty of Information Science and Technology, School of Computer Science, Universiti Kebangsaan Malaysia, 43600 UKM, Bangi Selangor, Malaysia ' Department of Management Information Systems, Al-Baha Private College of Sciences, P.O Box 430, Al-Baha, Kingdom of Saudi Arabia ' Faculty of Information Science and Technology, School of Computer Science, Universiti Kebangsaan Malaysia, 43600 UKM, Bangi Selangor, Malaysia

Abstract: A number of studies on the issues of technology acceptance model (TAM), Hofstede's cultural values, risk and trust, have been done. However, the studies in combining all these issue are still limited especially in defining the relationship between them. Hence, this study attempts to examine the relationship between the variable through a developed model that is expected to improve the intention of consumers to use Arabic e-commerce websites. This study employs the quantitative method for data collection with the help of a questionnaire. The tested variables are significantly influenced the consumer intention behaviour, where intention to use factor positively impacted the utilisation of Arabic e-commerce website. The findings showed support for the premise advocated by TAM and Hofstede's cultural dimensions theory as both were revealed to demonstrate the consumer's intention towards using Arabic websites. The study enumerates the theoretical and practical implications, limitations as well as recommendations for future direction of studies.

Keywords: culture values; consumer intention; intention to use; Arabic e-commerce websites; trust; risk; Arabic language; Jordan.

DOI: 10.1504/IJBIS.2018.094691

International Journal of Business Information Systems, 2018 Vol.29 No.2, pp.155 - 182

Received: 11 Feb 2016
Accepted: 31 Dec 2016
Published online: 12 Sep 2018 *

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