Credit Hours English System

Understanding Factors affecting Consumers’ Intention toward

Online Shopping.

A research paper in fulfilment of the requirements for the bachelor’s degree

Prepared by:

Abdelrahman Nasr

Abdelaziz Nader

Marina Atef

Rodina Basel

Sarah Hesham

Zeina Hussam

Under the supervision of:

Dr. Reham Ibrahim El Seidi

Associate professor

Business marketing department

Faculty of Business, 2023

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Acknowledgments

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 Abstract

Undoubtedly internet technology has become crucial to the global economic growth process as it
comes with enormous opportunities. Today, the focus is shifting to online shopping in the
electronic commerce system globally. Online shopping is a growing phenomenon that has
become a popular means of shopping, particularly common in developed nations. Despite a
series of studies conducted across the globe investigating consumers’ intentions towards online
shopping, not much research has been done pertaining to the exploration of such factors.
Therefore, the purpose of this study is to investigate the influential factors determining
consumers’ intention to accept online shopping.

The paper develops a conceptual framework that will provide a better understanding of consumer
purchase intention. Secondary data was used oversight in the study. We undertake a critical
review of relevant literature in order to arrive at our conceptual model. The paper revealed that
online shopping intention and its continuity depend on consumers’ attitude that is eventually
impacted by the identified factors. The proposed conceptual framework presents a good
theoretical platform for empirical grounded study on internet shopping in the study area.

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 Table of Contents

Acknowledgment

Abstract

Chapter One: Research Framework

1.1. Introduction
1.2. Research Background
1.3. Research context
1.4. Research problem
1.5. Research questions
1.6. Research objectives
1.7. Hypotheses
1.8. Research methodology
1.8.1. Research population
1.8.2. Research sample and sample size
1.8.2.1 Response Rate and Respondents’ characteristics
1.8.3. Sample Unit
1.8.4. Sampling Method
1.8.5. Data Analysis techniques
1.9. Exploratory Study
1.9.1. Pilot Study
1.10. Research Importance
1.10.1. Academic importance
1.10.2. Practical importance
1.11. Research structure
1.12. Summary

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 Chapter Two: Literature Review

2.1. Introduction
2.2. Online shopping
2.3. Theoretical Models
2.3.1. (TRA) Theory of Reasoned Action
2.3.2.(TPB) Theory of Planned Behavior
2.3.3.(TAM) Technology Acceptance Model
2.4. Perceived ease of use
2.5. Perceived Usefulness
2.6. Perceived Enjoyment
2.7. Perceived Benefits
2.8. Perceived Risk
2.8.1. Product Risks
2.8.2. Convenience Risks
2.8.3. Non delivery Risks
2.8.4. Return Policy Risks
2.9. Subjective Norm
2.10. Customer Intention and Behavior
2.10.1. Customer purchase intention
2.10.2. Behavioral intention
2.11. Attitudes and age of consumers in online shopping
2.12. User online purchase experience
2.13. Hedonic value of online shopping (happiness)
2.13.1. Hedonic Attributes
2.13.2. Dimensions of Hedonic Shopping Motivations
2.13.2.1. Adventure Shopping
2.13.2.2. Social Shopping
2.13.2.3. Gratification Shopping
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2.13.2.4. Idea Shopping
2.13.2.5. Role Shopping
2.13.2.6. Value Shopping
2.14. Loyalty
2.15. Trust
2.16. Privacy
2.17. Convenience
2.18. Time saving
2.19. Website Design/Features
2.20. Security
2.21. Conclusion…………………………………………………………

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 Chapter three: Conceptual Framework

3.1. Introduction
3.2. Online purchasing Behavior
3.3. Perceived ease of use
3.4. Perceived Usefulness
3.5. Perceived Enjoyment
3.6. Perceived benefit
3.7. Perceived risk
3.8. Subjective Norms
3.9. Attitude
3.10. Purchase Intention
3.11. Trust
3.12. Satisfaction
3.13. Definitions of the research construct
3.14. Summary

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 Chapter Four: Methodology

4.1. Introduction
4.2. Research Design and Method
4.2.1. Research design
4.2.2. Research Method
4.2.3. Conclusive research
4.3. Research Population and Sample
4.3.1. Research population
4.3.2. Research sample and sampling procedures
4.3.2.1. Research Sample
4.3.2.2. Sample Size
4.3.2.3. Sampling Unit
4.3.2.4. Sampling Method
4.4. Date Collection
4.5. Questionnaire design
4.6. Statistical Data Analysis
4.6.1. Measurements and Descriptive statistics
4.6.2. Frequency distribution
4.6.3. Data types
4.6.4. Structural Equation Modeling overview (SEM)
4.6.5. Reliability and validity
4.7. Research Summary

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 Chapter Five: References and Appendix

5.1. References

5.2. Appendix

5.3. Questionnaire in Arabic

List of Figures

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 Chapter 1

Research Framework

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Chapter (1) Research Framework

1.1. Introduction
This chapter aims to discuss an overview of the thesis and to show what are the components of
this research, by presenting the following points:

 Research Background
 Research Context
 Research Problem
 Research Questions
 Research Objectives
 Research Hypotheses
 Research Methodology
 Research Importance
 Research Structure

1.2. Research Background

The internet has developed into a useful marketing tool and a platform for both domestic and
international transactions since it became a global interconnection network for sharing and distributing
information. E-commerce is a sort of online business, where the Internet serves as a centralized
marketplace that connects buyers and sellers. (Turban, King, Lee, Liang, and Turban, 2015). According to
(Ullman, 2013), e-commerce refers to a variety of online business activities. This category includes any
website that can earn income (or intends to create income) (Horch, Wohlfrom, & Weisbecker, 2017).
(Chaffey, 2015) defines electronic commerce as social and commercial activity between participants that
involves the use of computers and the Internet. However, considering the rapid development and
extensive use of mobile devices, this concept may be judged outmoded According to (Minculete, 2013),
e-commerce and e-business must drop the letter "e" because the use of e-commerce technology is
increasing, and they have become a regular part of marketing campaigns. According to A.T. Kearney
(2015), retail e-commerce has grown nearly to US$840 billion in 2014 surpassing the sales of US$695
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billion in year 2013 and it was estimated to increase to US$1506 billion in 2018. The continuous sales
increment indicated that e-commerce has enormous market potential. Heng and SH (2003) assumed that
e-commerce (online shopping) has been valid for over 40 years, and it is growing every day with new
innovations and technologies, and it is expected that many businesses are entering the online market.
Online shopping can be determined as an activity that deals with selling of goods and services through the
Internet, and for any business it is important to be aware of how consumers perceive the online purchase
process. (Monsuwe et al, 2001) assumed that online shopping is defined as the shopping behavior of
customers buying in online stores or websites used for online purchasing transactions. According to (A.
Chiravuri and D. Nazareth, 2001), online shopping channel is considered as a type of virtual retail stores,
and virtual retail stores usually have the following two characteristics: (1) first of all, merchandise price
comparisons and usage information among alternative products or services (2) second, quick access of
websites of online stores. According to (A. Bhatnagar et al, 2002), online shopping has proven to reduce
the time which consumers usually spend on shopping. Virtual stores websites provide advanced searching
options, and they are usually used to search for information of products or services before purchasing.
Nowadays, researchers are predicting that in the near future online shopping could easily take place
instead of traditional shopping.

According to Tang et al. (2005), there are many people online throughout the world, and each
one of them represents potential clients for businesses that offer online sales. Despite the fact that
there are a lot of them, it's crucial to comprehend what they actually need and want from the
products. The first stage in discovering and researching certain influencing factors for online
purchases is to identify the elements that influence consumers' online behaviors.

At the moment, you can create your own online store utilizing free platforms and generators (such as
WooCommerce) that can be integrated with content management systems (Beleák, 2014). (Pilk, 2013)
revealed that in the Czech Republic alone, 800 new online retailers open each year. Trading with
contemporary technologies enables a rapid response to growing trends in purchased products. Because of
this option, even small and medium-sized businesses can be more flexible, giving them a competitive
advantage over large firms (Cant, Morejón, Molinaand, & Wong, 2014). According to (Agarwal and Wu,
2015), the use of online purchasing is crucial, particularly in enterprises located in developed and
emerging countries.

Lately, many researchers identified the role of satisfaction in ecommerce, and there is still a need
to understand the relation between e-satisfaction and consumer e-loyalty. Consumer satisfaction
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is essential to gain better financial performance of services in a company, which is the second
most important thing for them, after making a profit.

1.3. Research context

This research aims to examine some factors affecting the consumers’ intention, hence affecting
purchase behavior in the context of online stores. Selecting online stores as a form of e
commerce is due to its hybrid nature; it offers a combination of products and services as
consumers buy products from a web page, but they also need accompanying services such as:
delivery, customer service like handling complaints or returns, and different payment modes;
cash/credit on delivery or online payment. The online shopping field has a significant importance
for several reasons like time saving as it is so convenient for people who are time sensitive as
they could choose to pick up the products from a nearby location or have the products delivered
to their doorstep. It does not require the customer to go to the store, The product selection
process in traditional stores is timely due to browsing many stores and a variety of products to
search for the perfect quality with a suitable price whereas choosing a product online can be less
challenging owing to product filter feature that allows customers to choose the category, price
range, shipping method, delivery options, brands, and product ratings. Customers are attracted to
online shopping not only because high level of convenience but also the access of extensive
information.
Eventually online shopping aids retailers in gathering insights through reviews and consumer
generated content in order to draw a better picture of consumer buying behavior in a digital
environment as well as informing customers with offers and discounts. Moreover, they establish
strong relationships with them through loyalty programs. Calling off the idea of the traditional
brick and mortar or shopping center made online shopping field expand rapidly. The global retail
sales in 2022 reached 21% and at least 75% of buyers shop online at least once a month.

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Figure (1.1) Online Shopping Percentage

Figure (1.2) Number of people shop online

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Some of the trending topics in the field of online shopping; nowadays some brands use artificial
intelligence software such as chatbots in order to reduce human efforts in tasks like answering
customer’s questions or aiding them in additional information. Chatbots struggle with
understanding a proportion of customer’s language specially the parts with humor or emotions
which hinders the conversation so online sellers shall work more on utilizing chatbots. They
should also use more aspects of AI such as using augmented and virtual reality on websites.
The avenue of online shopping is not only limited to websites but social media platforms as well.
Online shopping expanded by selling directly through social media in consequence vendors must
add more payment methods and add the option of paying through social media so that the buying
experience will be more seamless and enable people to buy desired products without ever having
to leave Facebook or Instagram. Another trending matter on social media is that online stores
need to make use of is hosting live shopping events on platforms like Facebook, Instagram or
TikTok which has rose lately due to the absence of tangibility of products in online shopping, so
it lets customer somehow observe the products and get a better picture of the quality because
photos do not always show it properly.

Egypt was ranked 13th as one of the most attractive retail markets worldwide and Egyptians’ lifestyles are
emerging towards accepting online shopping more, following is some of the most used online stores.

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Yashry:

An online store based in Egypt, founded by two Egyptians Mohamed Atiya and Ahmed El Habashy in
2019. selling a variety of fancy brands clothing, footwear, bags and accessories for men, women, and
kids. Yashry.com offers thousands of products with a wide range of prices along with a Cash on Delivery
payment option. All products are 100% genuine products shipped locally or internationally to customers
directly from the supplier. Has a total funding of 1.5 million USD. It provides fast shipping and
installments.

Noon:

A company founded in 2016 by public investment fund of Saudi Arabia and Mohamed Alabbar with
value of 1 billion USD. They sell electronics such as apple and tornado, fashion like Adidas and Nike,
home products like tefal, beauty products and toys. Its headquarters are in Saudi Arabia, but it ships
everywhere. Generates revenue around 500 million dollars annually.
They have a wallet on the website which eases the return and exchange processes and make their
relationships with customers stronger, they also engage with people in offline games in which customers
win gifts, coupons or promocodes.

Olx:

an organization that ranks 3rd in digital footprints, online website that mainly sells a variety of
secondhand products, connecting consumers with other consumers, the customer also gets to
choose if he wants a new product as well. Found by a team of entrepreneurs called EMPG which
have many businesses in the Middle East and all around the world. They have various product
categories such as: vehicles, properties like apartments or vacation homes or buildings or lands,
mobiles, appliances, furniture, pets, clothes, and accessories. It has over 300 million users
because it is easily accessible, the conversation between buyers and sellers is simple and the
overall selling process is effortless.
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2B:

Is one of the leading computer companies in ecommerce and retail business, Established in 2000.
It is a part of Best Buy Corporation. Specialized in providing a vast assortment of electronics
including laptops, mobiles, tablets, gaming, networking, cables, software, accessories, and home
appliances. 2B has been bringing the latest IT trends & products to the Egyptian market and has
warranty on all its products and has more than 30 branches spread all over Egypt, they provide
cash on delivery and paying in installments. What differentiates them is that they employ
professional people to help customers with buying.

Instashop:

An e-commerce company established by John Tsioris in Dubai and is now serving countries like
Egypt, Qatar, Bahrain, Lebanon, Kuwait, Saudi Arabia, Greece.
His idea is to provide an online shopping service instead of chores. facilitating some boring tasks
like grocery shopping that should be done but is neither fun nor easy, especially for people who
have busy lifestyles as they must wait in queues to pay, waste time in traffic on the way to the
store and go through the hassle of visiting stores. Customers can get everything they need for
their home within a few clicks and get it delivered to their doorsteps. They offer products from
many shops like supermarkets, pharmacies, restaurants, fruits and vegetables, butchery, bakeries,
flower shops, cosmetics, ethnic shops, and home shops.
Instashop is now serving more than 500,000 customers in the previously mentioned countries.

Up-fuse:
A brand based in Cairo, relying on local talented craftsmen to offer recycled products such as:
bags, wallets, clothes, and footwear. Their slogan is nothing goes to waste. Products are sold
offline and, on their website too, the website is easy to use and has an automated conversation
option powered by messenger. Even though this brand is well known but still their products seem
pricey to a large segment of people. Yes, they are pretty pieces out of wasted materials like car
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tires or plastic bottles except a lot of people don’t get why they are expensive and feel like
they’re sacrificing too much for the environment.
It's clear that they’re only targeting a specific community, but do they really care about
sustainability?

1.4. Exploratory Study

An exploratory study was conducted before the study to allow the researcher to define the
research problem more accurately:

1- Understanding the motives of customers

2- Consider the fears and doubts of the consumers.
3- Discover what type of products people prefer more to buy online.
4- Discuss how online promotions and sales influence shoppers.

First, the chosen sample were fifty (50) Egyptians varied in age range from 18 to 50.

A survey is distributed to university students, questionnaire and mall intercept were conducted
targeting families and friends’ groups; subjects are required to answer based on their
impressions.

The exploratory research is divided into four parts.

1. First part, the answers were to discuss the motives and the persuasions behind why
people consider going for online shopping rather than malls and offline methods.
2. Secondly, what kind of fears and doubts they may face while going through such a
process and how these doubts can stop them from buying online.
3. Thirdly, discuss what products or services they like to obtain online to reduce the time
they spend in malls & how important time saving is to them.
4. And lastly how much do promotions and sales affect their buying intentions and how
people perceive discount offers.

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•The sample was asked both structured and unstructured questions to reveal:

1-Their motives toward online shopping

2-Their fears and doubts when it comes to shopping online

3-What products they prefer to purchase online

4- How do promotions and discounts affect their willingness to buy online.

The sample was a mix of 80% females and 20% males.

This study requires respondents to tell their preferred websites to buy from and their most
frequently used site they visited.

This above exploratory research helped the researcher gain a wide range of info and helped
understanding the circumstances where people tend to go to online websites to shop from.

The results tend to explain how the more online sales and discounts are being offered the more
people head to choose to buy from online stores.

In addition to that a focus group of 7 people was made and asked the same questions mentioned
in the questionnaire in order to get more accurate answers.

1.4.1. Pilot Study

Before conducting the research problem there was made a pilot study regarding the exploratory
study testing some people’s answers through a focus group and a number of online surveys as
well, in order to get to know what the research problem is exactly.

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Instrument:

We will interview the respondents through face-to-face interviews and online surveys. They will be asked
the following list of questions in the slang Arabic language:

1. Have you ever purchased something through an online store?

o Yes
o No

2. If yes, how often do you buy products online?

3. What was the website you used to purchase online?

4. What are your biggest concerns about buying products online?

5. What are the goals achieved by your participation in online shopping?

6. How confident are you that your personal info is kept secure when buying products
online?

o Extremely confident
o Quite confident
o Moderately confident
o Slightly confident
o Not at all confident

7. How much do you enjoy the shopping process?

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 o Extremely
o Quite enjoyable
o Moderate
o Slightly enjoyable
o Doesn’t enjoy it at all.

8. What is the most famous online store that you know?

o Noon
o Jumia
o 2B
o OLX
o Others

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1.5. Research Problem:

The main problem that online retailers face nowadays is how to attract the consumer's purchase
intention toward online shopping. Despite the massive growth in online sales, there is
significant evidence revealing purchase abandonment of a vast number of consumers.
Online shoppers are abandoning their shopping carts nearly 60% of the time. Shopping
cart abandonment cost online vendors $61 billion in lost sales revenues (Holland, 2006).
Even though there are serval researchers that have found out the factors that affect
customers’ purchase intention towards online shopping, it still needs further investigation.
In order to improve the online purchase experience and to change the negative impression about
it, researchers should focus more on serval factors that affect the consumer's purchase such as
ease of use, usefulness, and enjoyment for online shopping intention to understand more the
probability of each factor influencing the consumer's purchase intention. However, some factors
may lead to positive feedback meanwhile other factors may lead to negative feedback.

In consideration to this problem, it seems that there is a lack of collected information about
the factors that affect the consumer’s online purchasing intention whether positively or
negatively, thus, this research could be beneficial for researchers to investigate the influence of
some chosen factors on the intention of customers toward online shopping.

1.6. Research Questions

 What are the factors affecting consumers’ intention toward online shopping?
 To what extent does the perceived usefulness affect the consumer’s purchasing intention?
 How does perceived ease of use of an online shopping influence the consumers’ purchase
intention?
 How does satisfaction affect consumer online purchasing intention?
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  How does trust affect consumers’ purchasing intention and purchasing behavior?
 What is the relationship between subjective norm and customer intentions toward online
shopping?
 What are the perceived risks that limit the consumer from buying online?
 What is the relationship between purchase intention and purchasing behavior of a
customer?
 What are the different theoretical models that explain the consumers’ behaviors and
intentions towards online shopping?

1.7. Research Objectives

 Examine main factors affecting consumers’ intention toward online shopping.

 Determine the influence of perceived usefulness on consumers’ purchasing intention.
 Understand the effect of trust on consumers’ purchasing intention and purchasing
behavior.
 Investigate the influence of perceived ease of use of an online shopping on the
consumers’ purchase intention.
 Explore the relationship between purchase intention and purchasing behavior of a
customer.
 Examine the relation between subjective norm and customer intention toward online
shopping.
 Discover the perceived risks that limits consumers from buying online.
 Understand how satisfaction can affects consumer online purchasing intention.
 Understand different theoretical models, like TAM, TRA, and TPB and how they explain
the consumers’ behaviors and intentions.

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1.8. Hypotheses:
H1: Perceived ease of use has a direct and positive effect on consumers’ intention toward online
shopping.

H2: Perceived ease of use is positively related to perceived usefulness in the online shopping
channel.

H3: Perceived usefulness is positively related to intention in the online shopping channel.

H4: Perceived enjoyment has a direct and positive effect on consumers’ intention to use online
shopping.

H5: The perceived benefits of Internet shopping will positively affect intention to use the Internet
for product information search.

H6: Perceived risk has a negative influence on customers’ intention toward online shopping.

H7: Subjective Norms have a direct and positive effect on consumers’ intention toward online
shopping.

H8: Purchase intention influence purchasing behavior.

H9: There is a positive influence of trust on consumers ‘intention towards online shopping.

H10: There is a positive relationship between consumers ‘satisfaction and their intentions to buy
in the future.

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 Figure (1.3): Research Conceptual Framework

Subjective
Norm

Perceived
Usefulness

Perceived
Ease of Use

Trust

Purchasing
Perceived Intention Behavior
Enjoyment

Satisfaction

Perceived
Risk

Perceived
Benefit

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1.9. Research Methodology

1.9.1. Research Population:

The target population of the current study is the consumers who extensively use online shopping.
The main method that will be used in this research paper is the online survey. It will be sent out
to Egyptian consumers who prefer online shopping over traditional shopping like adults and
teenagers who visit online stores and purchase from them. Beside the different age groups the
study will also include different genders to ask.

1.9.2. Research sample and Sample Size:

400 participants who have experience to purchase online were surveyed through an administered
questionnaire during the period of May 17 and 25, 2023. Prior to the survey, the questionnaire
was pretested, using a convenience sample size of 50. The goal of the pretest was to determine
readability and a logical arrangement of questionnaire items and to decide what kind of products
consumers perceive to and tend to buy from online shops easily.

The survey was distributed online through social media and messages. Data gathering was
carried out by the survey which was sent online to respondents. Through the survey, the results
of this study pointed out the relation between product risk, return policy risk, convenience, cost
saving, trust, with online service and consumers ‘intention to buy in the future which generates
customer loyalty. So, the main point of the study was achieved successfully.

1.9.2.1. Response Rate and Respondents’ characteristics:

Of the qualified respondents, females (81.6%) represented a slightly larger percentage than males
(18.4%). The majority consisted of those aged between 20 and 46 (66.7%), unmarried (86.9%),
undergraduate or graduate students (45.9%), with monthly incomes ranging from 3000-7000EGP
and with college education (33.3%). Since subjects were mainly composed of young
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undergraduate or graduate students, they were assumed to be more familiar with Internet
navigation and online shopping.

1.9.3. Sample Unit

The consumers who usually visits online stores and purchase from them like (Instagram Business
accounts, Amazon, and Shein) in Egypt is the sample unit of this study.

1.9.4. Sampling Method

The sampling method used in this study is nonprobability convenience sampling technique.

1.9.5. Data Analysis techniques

Data can be thought of as raw materials that must be processed in order to be relevant and
practical. Ashirwadam (2014) defined data analysis as the process of using facts and numbers to
address research issues. This definition highlights an essential aspect of research: the
requirement to gather "facts and figures" and to address a research issue. Data gathered must be
scientifically and empirically handled or analyzed in order to accomplish the objectives of the
research. Data analysis includes altering, coding, classifying, and organizing of the gathered
information with the goal that it is credible, ready, and competent for analysis in all regards.
According to Anderson and Gerbing’s (1998) two stage approach to apply to this type of data
analysis the model used was tested by them. First of all, a structural model that specifies the
relationship between the constructs was investigated, after this step a confirmatory factor
analysis was done. Followed by distributing the questionnaire to the chosen Egyptian sample,
multiple tests were undertaken to access the nature of the correlation between the different
independent, and dependent variables, then the results of the study were analyzed. Furthermore,
the frequency of the different variables was determined and many bar charts have been created.
In addition to that serval correlations between various variables have been explored.

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1.10. Research Importance
1.10.1. Academic importance

The importance of this study arises from the lack of Egyptian research focusing on the factors
affecting buyers' intention towards online shopping. According to the studies evaluation, we
found a shortage of study on focusing on customers intention and the factors affecting it.
Previous research has been conducted in Egypt are extremely limited and not specified. It was
extremely hard to find research and studies about the factors affecting buyers' intention towards
online shopping.

Almost all the previous evaluated studies were conducted in Asia (Korea, Malaysia, Pakistan),
European (Bosnia and Herzegovina). (Jae-Il Kim, Hee Chun Lee and, Hae Joo Kim, 2004; Yi Jin
Lima, Abdullah Osmanb, Shahrul Nizam Salahuddinc, Abdul Rahim Romled and, Safizal
Abdullahe, 2015; Hana Uzun and, Mersid Poturak, 2014; Honglei Tang, Zeeshan Rasool,
Mohsin Ali Khan, Ahmad Imran Khan, Farooq Khan, Hina Ali, Anum Afzal Khan and Syed
Arslan Abbas, 2021)

1.10.2. Practical importance

For marketers, online consumer communities present an important marketing tool. Consumers
and companies benefit from the information available on such communities. Observing and
analyzing the (UGC) in these communities, whether they are operated by consumers who share a
common interest in a certain consumption activity or by a third party, can provide companies
with many gains (de Valck, 2005). For example, marketers can take advantage of the available
content there to know more about and understand buyers' intentions and behaviors, build
relationships with consumers, investigate whether we met customer needs or there are any
unsatisfied needs for customers they might be able to meet, or use their feedback in product
development among many other advantages. Therefore, this study aims to offer a better
understanding of the customers’ intention to follow online shopping community advice. This
could help marketers gain insights in this context, which would allow them to reach their target
audience more effectively.

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1.11. Research structure
The research is organized as follows:

Chapter (1): The chapter includes the research framework (including research problem,
questions, objectives, hypothesis, and research methodology)

Chapter (2): The chapter includes a literature review, explaining the previous studies that
investigate the factors affecting consumers’ intention towards online shopping.

Chapter (3): the Chapter includes the conceptual framework and research hypothesis, showing
the relationship between the variables and their effect on each other.

Chapter (4): The chapter includes research methodology by explaining the research method,
design, population, and sample and showing the questionnaire design and measurement.

Chapter (5): The chapter includes references and appendixes.

Table (1) Research Structure and outline

Chapter One Research Framework

Chapter Two Literature Review

Chapter Three Conceptual Framework and Research Hypothesis

Chapter Four Research Design and Methodology

Chapter Five References and Appendix

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1.12. Summary
In this chapter, an overview of the current research was provided. It started by discussing the
research introduction, introducing the background and context of the research. Following that the
research problem, questions, objectives hypothesis and the conceptual framework of the study as
well. Moreover, the chapter presented the research methodology and the importance of the study.
Finally, it represented a structural outline for the chapters.

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 Chapter 2

Literature Review

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2.1. Introduction
The advancement of technology, more and more fast and convenient shopping channels is
developed in recent years. For example, consumers could buy books from online bookstores,
they could order movies tickets through the internet order systems, and they could buy anything
from the online stores no matter where they are now. Many new ways of online shopping are
introduced in recent years. The websites of online shopping are possessed of the detailed
information of products and services, and customer could easily search product usage and service
information on the internet. The consumers tend to listen to verbal recommendations from close
families and relatives, friends or even media before making a shopping decision. Therefore, to
change consumers’ perception to e-store, online retailers need to maximize efforts in doing
promotion and performing good customer services in order to raise their interest in online
shopping. And although a study by Rakuten (2010) found that 71 percent online shoppers tend
to regret their online purchases, 48 percent were dissatisfied due to mismatched expectations, 29
percent were disappointed with the poor product quality and 30 percent of buyers failed to
complete their online purchases. That doesn’t ignore the fact that the emergence of the internet
technology has positively altered our daily lives and routines (Isohella et al., 2017), also
transformed how businesses operate globally (Kim et al., 2010). The internet has opened a new
medium of communication for businesses and individuals and offered chances to communicate
and access information in an entirely different way (Kumar & Dange, 2012).

2.2. Online shopping:

What is online shopping? In the business-to-consumer (B2C) e-commerce cycle activity,
consumers use the Internet for a variety of reasons and purposes, including looking up product
features, prices, or reviews; choosing products and services online; placing orders; making
payments online or through other methods; and, finally, receiving sales services online or
through other methods. Obtaining information from the internet and searching usually leads to
product purchase. This task-related aspect of information search includes comparing prices and
products, consulting with employees, and final purchase. (Darian 1987; Carson et al. 1996;

32
Burke 1997). Consumers are not only free to search for product information, but also free to
compare information between competing manufacturers (Alba et al. 1997).

2.3. Theoretical Models:

There are serval theories that must be mentioned when discussing this topic, which are “Theory
of Reasoned Action” (TRA), “Theory of Planned Behavior” (TPB), and the “Technology
Acceptance Model” (TAM).

2.3.1. (TRA) Theory of Reasoned Action:

According to TRA, an individual's good attitude and their thoughts together makes up their
behavioral intention. Much of this work in this topic has been based on the work in Fisheye and
Ajzen's seminal study on the theory of reasoned action (TRA) from 1975. However, a criticism
that has been made serval times of the TRA and its derivatives is that they do not directly focus
on emotional commitment in forecasting the behavior and instead they give a cognitively driven
assessment of conduct. Subjective norm and attitudes have been proven to be major predictors of
intentions in previous studies, and self-concept congruity has recently been identified as an
additional predictor of intentions (Fekadu &Kraft, 2001). Unlike the TRA, which modifies one's
cognitive commitment to act intentions, the suggested model recognizes that consumers
motivated to act may also, or possibly alternatively, acquire an emotional commitment to act
(i.e., become more eager to act). The idea of reasoned action (Ajzen & Fishbein, 1975; Ajzen &
Fishbein, 1980) has been widely utilized to anticipate behavioral intentions and/or conduct. The
model accurately predicts behavioral intentions and behavior, and that it is effective for
determining where and how to apply behavioral change efforts. The idea of reasoned action was
developed and tested under the assumption that the behaviors under investigation were
completely voluntary. There are additional variables that have been added and tested as an
expansion of the theory, recently presented an extension of the theory of reasoned action that
includes the notion of perceived control over behavioral attainment as a predictor of behavioral
intents and conduct.

33
2.3.2. (TPB) Theory of Planned Behavior:

In contrast to TRA, the TPB model offers a better perspective and explanation of the behavioral
model, which holds that a person will be assumed to engage in a particular activity if they have
genuine control over it (Ajzen, 1991). According to psychology, TPB is a theory that links both
the beliefs and behaviors of a person. The theory states that intentions toward attitude, subject
norms, and perceived behavioral control together shape an individual’s behavioral intentions and
behaviors. Based on the theory of planned behavior (TPB) perceived behavioral control
determines what decision the online shopper will take after the online behavioral intention sinks
in. according to an E-shopping intentions and behaviors study, it was proven that trust is a major
indicator in the replacement of perceived behavioral control, significantly influencing E-
shopping intentions and behavior. The theory of planned behavior (TPB) has been used in so
many different studies in the information systems literature (cf. Mathieson, 1991; Taylor and
Todd, 1995a, b; Harrison et al., 1997). TRA and TPB have also been the basis for several studies
of Internet purchasing behavior (Battacherjee, 2000; George, 2002; Jarvenpaa and Todd, 1997a,
b; Khalifa and Limayem, 2003; Limayem et al., 2000; Pavlou, 2002; Suh and Han, 2003; Song
and Zahedi, 2001; Tan and Teo, 2000). According to Azjen (1985), An attitude towards an action
is a judgement about how effective engaging in that behavior is. Beliefs influence attitudes,
norms influence normative beliefs and compliance drive, and perceived behavioral control is
influenced by views about whether an individual has the resources and opportunities necessary to
engage in the behavior. (Azjen, 1991). Based on the theory, beliefs about how important referent
others feel about Internet purchasing, and motivation to comply with the views of important
others, should also influence intent to make Internet purchases. Finally, beliefs about having the
necessary opportunities and resources to engage in Internet purchasing should influence intent to
purchase as well as directly influence purchasing behavior itself.

34
2.3.3. (TAM) Technology Acceptance Model:

The Technology Acceptance Model (TAM) is one of the most popular models in online trade. It
is considered as an adaption of the Theory of Reasoned Action (TRA) and was used to assess
user’s computer acceptance, which is measured by their intention and also the influence of the
attitude, perceived usefulness, perceived ease of use toward the intention to use (Davis et al.,
1989). based on two specific behavioral beliefs: perceived ease of use (PEOU) and perceived
usefulness (PU). the term perceived usefulness means that the users think that it is beneficial to
use the technology to finish their work. The term perceived ease of use is how the users perceive
the ease of using the technology. This was supported by several previous studies (Heijden et al.,
2003; Kim & Hong, 2010; Kim & Song, 2010; Peng et al., 2008; Liu et al., 2010). A related
study by Gong et al. (2013); Roca et al. (2009); Yusniza (2007) found out that perceived
usefulness is important to determine the intention to use, but perceived ease of use has an
insignificant influence on intention to use. However, attitude partially mediated the effects of
perceived usefulness and ease of use on intention to use (Davis et al., 1989). According to that
and since that the attitude did not play an important determinant to influence the variables, TAM
was modified later by getting rid of the attitude variable found in TRA. The modified TAM
model revealed the intention as a mediator to influence the relationship between perceived
usefulness, perceived ease of use and usage behavior (Venkatesh & Davis, 2000). Previous
research has listed various external variables. For example, (R. Agarwal and J. Prasad, 1999)
have examined personal differences as external variables, including the role connection with
technicians, job term, education, experiences, and training. (H. Mallette and R. Fisher, 1998)
have used training, technical support, working experiences, previous benefit, and voluntary as
the external variables, and most of them are about personal characteristics and population
attributes.

Bagozzi (2007) urged that TAM model is not appropriate to determine the usage behavior
because perceived usefulness and perceived ease of use might not properly examine usage
behavior and may not apply to everyone in the same way. The supported study by Chuttur (2009)

35
suggested that the future research must investigate and develop new models that will focus on
the strengths of the TAM and get rid of its weaknesses.

There are two factors in the Technology Acceptance Model:

➢ Perceived ease of use:

➢ Perceived usefulness:

Yang (2012) used the TPB model to investigate m-shopping adoption, and added two extensions
to the original model:

• Perceived utility

• Perceived enjoyment

2.4. Perceived ease of use:

Perceived ease of use refers to how much a person thinks using a particular information system
or information technology would be painless. Davis, F.D. (1989)

2.5. Perceived Usefulness:

Perceived usefulness is the extent to which a person thinks that using a particular information
system or information technology would enhance his or her performance in their career or in
their personal lives. Davis, F.D. (1989)

Both perceived ease of use and perceived usefulness have a good impact on people's attitudes
about information systems, as well as their intentions to adopt the information system.
Furthermore, perceived ease of use influences perceived usefulness in a favorable way, and both
perceived ease of use and perceived usefulness are affected by external variables, so they are
considered as dependent variables. The TPB and TRA were revised in 1989, and the categories
36
Perceived Usefulness (PU) and Perceived Ease of Use (PEU) were proven to be the two most
important predictors of the intention to use technology. PEOU is defined as "the degree to which
the prospective user anticipates the target system to be free of effort" and PU is defined as "the
prospective user's subjective probability that employing a given application system will boost his
or her job performance" (Davis et al., 1989, p. 985). Furthermore, one of their most important
conclusions is that users' intents can be accurately predicted, which is consistent with the TRA
and TBP, which state that users' behavioral intention to execute a specific action is the primary
determinant of actual behavior.

2.6. Perceived Enjoyment:

Heijden (2003) found support for the association of perceived ease-of-use with perceived
enjoyment, the easier the system is to use, the more enjoyable it is.

In addition, he found that perceived enjoyment had a significant and positive influence on the
individual’s attitude and intention to use a website. Regarding the online context, Hassanein et
al., (2007) and Ha et al. (2009), found that perceived enjoyment positively affects consumer
attitudes to use the online shopping, whereas Ingham et al., (2015) found that perceived
enjoyment had a positive and direct impact on attitude and intention toward E-shopping.
Generally, a person who feels it easier to use the online shopping websites is more likely to
believe that using the online shopping websites would increase his/her enjoyment and have more
fun, as well as enhance his/her professional and personal life. Therefore, a person who perceives
more fun and more enjoyment with using online shopping may tend to exhibit more positive
attitudes toward online shopping websites and are more willing to use it in the future.

37
  The Relationship between Perceived Usefulness/ Perceived Ease of Use and
Intention towards Use:
A potential Internet consumer may react favorably or unfavorably to making an online purchase
since behavioral intent depends on cognitive choice. The "like/dislike nuance" therefore depends
on whether the tradeoff is advantageous to a potential Internet shopper as opposed to other
retailing channels. This study holds that the technology's usability and utility have some
influence on its potential to draw in online buyers. This is consistent with Davis' definition of
perceived utility (PU) from 1989, which is the idea that utilizing the application would improve
one's performance. In this situation, the performance would be focused on the advantages of
online shopping vs. the drawbacks of physical retailing. Additionally, online shopping should be
"effort-free.", which reflects the former as the perceived ease of use construct in the TAM of
Davis (1989).

 There is a positive influence of perceived usefulness on the intention to engage in

Internet shopping:
Despite the positive outcomes that are anticipated from online shopping, some customers may
find the hassle of using the website to interact with retailers to be overwhelming. The PEU, in a
nutshell, is connected to the "user-friendliness" of the website. Potential Internet buyers would
prefer to make their purchases through traditional channels if the burden outweighs the
advantages of doing so. Long download times are one of the elements that make certain Internet
retailers' websites less user-friendly. Furthermore, poorly designed forms could make potential
online buyers lose focus on their shopping carts and purchases. In other words, these obstacles
lessen people's perceptions of how simple it is to purchase online, which leads to a negative
attitude among Internet users.

 The relationship between perceived enjoyment and intention to shop online:

Individuals' intentions to purchase are motivated for a variety of factors, such as overcoming
boredom, peer pressure, and status anxiety (Reid & Brown, 1996). To put it another way, it is not
always to satisfy a demand for goods or services. Potential customers have historically been
divided into two kinds, economic or recreational, depending on their motivating consciousness
38
(Bellenger & Kargoankar, 1980). The first focuses on consumers who buy for pleasure while the
second is more interested in the value and the bargain offered by the transaction. Additionally,
Reid and Brown (1996) added that economical shoppers are more likely to avoid participating in
the act or experience of shopping needlessly. The shopping orientation literature has been
updated as a result of the development of non-store contexts like Internet commerce. Researchers
prefer to link leisure shoppers to traditional forms while convenient seeking shoppers to non-
store formats. However, by examining the demographic profiles of Internet shoppers from earlier
studies (such as Crisp, Jarvenpaa, & Todd, 1997), it was discovered that they are teenagers who
are very knowledgeable about Internet resources. Therefore, for those who are computer literate,
using the Internet to shop may be more practical, cost-effective, or enjoyable than using
traditional methods. Additionally, the inclusion of enjoyment could not be discounted by
shopping orientation, whether it came from utilizing technology or from the actual satisfaction of
having the products delivered to the doorstep. The fact that some researchers (e.g.Burke, 1998;
Jarvenpaa & Todd, 1997) found convenience to be the prime factor in engaging in Internet
retailing suggests that there is a great deal of satisfaction derived from online purchasing. This
satisfaction can be expressed in terms of the “feeling of joy, elation, pleasure” that are associated
with the individual’s act in purchasing through the Internet.

Figure (2.1) TAM, source: Ma, Q. and Liu, L. (2011) “The Technology Acceptance Model,

39
2.7. Perceived Benefits:
Most of the time can be represented by convenience, economic efficiency, and entertainment. The supply
of online product information, acceptance of online orders, and convenience of front door delivery have
made reduction in time/mobility costs possible, also providing a variety of product without the worry of
stock or storage issues, leaving Internet shopping Factors Affecting Online Search Intention and Online
Purchase Intention 31 with competitive advantage over traditional retail shopping (Darian 1987; Carson et
al. 1996; Burke 1997). Consumers are not only free to search for product information, but also free to
compare information between competing manufacturers (Alba et al. 1997). (9)

The perceived benefits of shopping via the Internet for the most part can be represented by:

1) Convenience, economic efficiency, and entertainment.

2) The supply of online product information, acceptance of online orders, and convenience of
front door delivery have made reduction in time/mobility costs possible

3) As well as offering a variety of products without the worry of stock or storage issues, Internet
shopping has a competitive advantage over traditional retail shopping.

2.8. Perceived Risk:

Meanwhile, as is the case of any other purchase decision making situation, Internet shopping
accompanies a sense of uncertainty among consumers. The risks consumers perceive while shopping
online include financial risk(i.e., fear of the economic loss in the result of purchase), social risk(i.e., fear
of social rejection against the online-purchased product), performance risk(i.e., fear of the performance
failure of an online-purchased product), personal risk(i.e., uncertainty of the stability of the online
shopping process), and privacy risk(i.e., fear of the exposure of personal information).

 Risks of online shopping:

Internet shopping accompanies a sense of uncertainty among consumers. The risks consumers
perceive while shopping online include:

40
2.8.1. Product Risks:
Product risk is another name for performance risk. The likelihood that a product will not satisfy
the needs of its users is what is meant by performance risks. Customers only avoid internet
shopping because of this (Peter and Tarpey Sr 1975). Product failure among consumers falls
across a wide range of risk categories.

2.8.2. Convenience Risks:

There is a significant lack of confidence in the wisdom of online shopping. This type of web-
based shopping is subject to a number of challenges and threats. Numerous causes, such as
privacy laws or concerns over identity, are included in this list of risks. The key benefit or
strength of the product is that the concept of time management is considered when making this
kind of purchasing decision.

2.8.3. Non delivery Risks:

There is also a loss of delivery of goods to the wrong people at the wrong place. The failure of a
company or organization to keep its time commitment is the other cause. It stalls. The products
could sustain damage during transit. It may not be packaged as properly as it should.

2.8.4. Return Policy Risks:

The simplest way to sell products online is to just provide a “Money Back Guarantee." It is a
means to guarantee that customers can return their products at any time, without hesitation, if
they are dissatisfied with them. This approach affects the customer's decision in a positive and
negative way. Positive in the sense that they can return it if they're not satisfied. Negative in that
it can take a while to finish the process if they want to back the merchandise.

 financial risk (i.e., fear of the economic loss in the result of purchase)
 social risk (i.e., fear of social rejection against the online-purchased product),
 performance risk (i.e., fear of the performance failure of an online-purchased product)
 personal risk (i.e., uncertainty of the stability of the online shopping process)
 privacy risk (i.e., fear of the exposure of personal information)

41
Figure (2.2) Perceived Risk, source: Tham, K.Y. et al. (2019) “Perceived Risk Factors Affecting

Consumers’ Online Shopping Behaviour,” The Journal of Asian Finance, Economics and

Business, 6(4), pp. 246–260

Financial Risk

Social Risk

Customer Online
Shopping
Performance
Behavior
Risk

Personal Risk

Privacy Risk

42
  Trust and online risk:
According to Gommans et al. (2001), trust plays a significant role in both the online purchasing
decisions and e-loyalty of consumers. Trust and security are related. Since the customer cannot
physically inspect the product while placing an order and cannot look the salesperson in the eyes,
it is crucial for businesses to foster consumer trust in order to eliminate uncertainties. Some of
the drawbacks of the Internet can be overcome and overcome with loyalty and brand trust in
general. He also noted that one of the main reasons consumers don't utilize e-commerce regularly
is because of their concern of online fraud (such as credit card fraud and non-delivery of goods).
According to Anderson and Srinivasan's predictions from 2003, customers' perceived risk is
correlated with their anxiety over losing out on particular online purchases. However, people
also associate risk with the possibility of losing something when acquiring or using the good or
service. Also, customers are afraid they might not be able to talk to anyone about their orders.
One reason why some prefer shopping in physical stores is the readily available assistance from
sales staff. Some think that this is impossible when shopping online. The lack of someone to talk
to about the products while shopping can be an inconvenience to some who want to purchase
exactly what they’re looking for. Perceived risk refers to the nature and amount of risk perceived
by a consumer in contemplating a particular purchase decision (Cox and Rich, 1964). The
different types of risks are referred to as perceived or anticipated risks. Research suggests that
consumers generally prefer to use electronic commerce for purchasing products that do not
require physical inspection (Peterson et al., 1997). The higher the perceived experience risk, the
consumer may shift to brick-and-mortar retailer for the purchase of the product. Whereas the
lower the perceived risk, the higher the propensity for online shopping (Tan, 1999). Risks
perceived or real, exist due to technology failure (e.g., breaches in the system) or human error
(e.g., data entry mistakes). The most frequently cited risks associated with online shopping
include financial risk (e.g., is my credit card information safe?), product risk (e.g., is the product
the same quality as viewed on the screen?), convenience (e.g., Will I understand how to order
and return the merchandise?), and non-delivery risk (e.g., What if the product is not delivered or
Delivers with damages?) The level of uncertainty surrounding the online purchasing process
influences consumers’ perceptions regarding the perceived risks (Bhatnagar et al., 2000).

43
2.9. Subjective Norm
Subjective norms refer to the perceived social pressure to do or not do a certain behavior. The
literature on subjective norms has indicated that the influence of subjective norms can provide
uncertain results. Prior studies have conducted that a person who aims to follow people’s
expectations and wants to would certainly have good subjective standards in online shopping
behavior. An individual’s normative structure, his or her beliefs about what important others
think about their behavior, should directly influence his or her subjective norms, or perceptions
of the social pressure to comply with expectations about engaging in the behavior. Subjective
norms should in turn influence the individual’s tendency to engage in the behavior. If social
expectations are that people should engage is the behavior, then the individual expected to act
like them. Inversely, if social expectations are that people should not engage in the behavior,
then it is expected not to be done. In the online shopping literature, “however, there have been
conflicting reports of subjective norms”. Previous studies have shown an important positive
impact on consumer buying intentions by subjective norms. However, studies have also found a
negative effect or no effect of subjective norms on the online shopping intentions of customers.

There is no direct relationship between subjective norm and consumer behavior, and it has been
proven by Ajzen (1991) that personal considerations tend to overshadow the influence of
subjective norm Most of the studies on subjective norm are mediated by purchase intentions
before performing actual buying. By (Choo, Chung & Pysarchik, 2004; Limayem et al., 2000;
Jamil & Mat, 2011; Zhou, 2011).

The inconsistent findings within the subjective norm literature needs further research, to
understand the generalizability of subjective norms in different contexts.

44
Figure (2.3) Subjective norms’ effect on consumers’ intention, source Lim, Y.C. et al. (2016b)

“Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase

Intention,” Procedia. Economics and Finance, 35, pp. 401–410.

Attitude
towards
behavior

Subjective
Intention Behavior
Norm

Perceived
behavioral
control.

45
2.10. Customer Intention and Behavior:
2.10.1. Customer purchase intention:
The degree to which people are willing to approach a certain activity and the number of times
they will attempt to do that conduct are thought to be indicators of intentions. The biggest barrier
to the growth of electronic commerce is a lack of desire to make purchases online (D. He, Y. Lu,
and D. Zhou, 2008). A key component of consumer cognitive activity in the decision to buy a
specific product is purchasing intention (A. Chua, P. Harn, A. Khatibi, and H. Ismail, 2006).
According to (J. F. Engel, R. D. Blackwell, and P. W. Miniard, 1995) a person's desire to take
action will be stronger when they have favorable feelings, subjective norms, or a strong
perceived influence over their behavior. Although it has been found that intention is a significant
predictor of actual online shopping behavior, (S. Kim and C. Jones, 2009) assumed that intention
does not necessarily convert into purchase activity. According to TPB, after an online shopper's
online behavioral intention has time to set in, perceived behavioral control influences their
choice. Trust was discovered to be a key signal in the replacement of perceived behavioral
control, greatly influencing E-shopping intentions and behavior, according to a study on these
topics (S. U. Rehman, A. Bhatti, R. Mohamed, and H. Ayoup, 2019). Purchase intention may
have a positive influence on actual online purchasing, and further investigation of the
relationship between trust and intention in future studies has been recommended by (L. Rong, J.
Kim, and J. Park, 2007). E-shopping intentions, which are influenced by the E-shopping
environment, directly influence e-shopping behavior.

According to (Fishbein and Ajzen, 1975), Intentions are decisions to do something in a specific
way. (Eagly and Chaiken, 1993) note that intentions are a “psychological construct distinct from
attitude, which represents the person’s motivation in the sense of his or her conscious plan to
exert effort to carry out a behavior.” Researchers have used the TRA to operationalize intentions
as either the likelihood of executing an action (Koballa, 1988) or a prediction of performing a
behavior in the future.

The dimension of perceived behavioral control was included to modification of the TRA, the
theory of planned behaviors (TPB). (Perugini and Bagozzi 2001) proposed a broadening and
deepening of the TPB, positing a model of goal directed behaviors in which attitudes, positive

46
and negative emotions, and subjective standards influence intentions through desires. Desires
that are conceptually inactive are linked to a certain aim.

2.10.2. Behavioral intention

Effects of intention on customer engagement behavior. Loyalty is shown by a customer's degree
of consumption and purchasing frequency, and researchers found that happiness, trust, and
dedication are positive correlates with loyalty. Customer loyalty is the degree to which an
individual's general attitude and return business are positively correlated. It is hypothesized that
the relationship is influenced by social norms and contextual factors. Loyalty is characterized as
having cognitive, emotional, and conative antecedents, as well as motivational, perceptual, and
behavioral effects. (Dick &Basu, 1994). Researchers have been particularly interested in
customer perceptions of recent technological developments and technology acceptance for the
past 20 years. There are a few behavioral models that accurately depict how individuals
acclimatize to new technology and have undergone considerable testing. The Theory of Planned
Behavior (Ajzen and Fishbein, 1980) and the Technology Acceptance Model (Davis, 1989, et al.,
Mathieson, 1991; Davis and Venkatesh, 1996) the fundamental aspect in both models is the
individual's intention to do a specific behavior. However, in TAM-related research, the emphasis
has shifted to elucidating the usage rather than the intention to use. It should be obvious that a
behavioral goal can only be manifested in behavior if the behavior is under voluntary control.
We define behavioral intention, according to (Venkatesh et al. (2012), as an individual's
willingness to use and continue to utilize a technological system, where the individuals are the
consumers of technology. Furthermore, studies agree that the intention to utilize a certain
technology system is a major predictor and determinant of actual technology use, and forecasts
users' future usage. As a result, a crucial idea in technology acceptance models is the behavioral
desire to utilize a technology. On the other hand, Academics have differing opinions on what
factors affect people's decisions to engage in particular behaviors. The highly broad services (for
instance, advice services) were divided into various service kinds (exact price information,
location of sites), which provided us more insight into the consumer's goals and helped us better
47
understand their preferences. The services selected for this study are based on the discussion of
mobile services in the literature. Entertainment is a mobile service that offers customers value.
M-services will become more significant to consumer markets; therefore, manufacturers should
concentrate on both information and entertainment. One explanation for this is that individuals
bring their technology with them everywhere they go, making it possible for them to access it
whenever they want. Real-time information is easier to get for mobile device users. Although a
growing body of literature has identified value-adding components in m-commerce, it should be
noted that the majority of the mobile services taken into consideration for this study are based on
service personalization, which has been identified as a value-adding element in m-commerce.
(Pedersen et al., 2002; Urbaczewski et al., 2002). The growth of mobile services and
applications, together with the rise in their quality, increases value for customers and draws in
new users. However, there has been a surprisingly high level of interest in using some particular
applications. M-commerce is an interesting study topic because of the inherent uncertainties it
entails as well as the tremendous financial and entrepreneurial prospects it presents. The topic
area thus centers on prospective new services and users' intentions to use them.

2.11. Attitudes and age of consumers in online shopping:

This study looked at the idea that older individuals are less self-assured in their understanding of
computers than younger ones. This was accomplished by having 49 young (M = 22.6 years) and
42 older (M = 68.6 years) participants assess their overall self-efficacy beliefs and make item-by-
item prospective and retrospective judgments about their knowledge in the two domains of
computers and general knowledge (Feeling-of-Knowing: FOK and Confidence Level: CL). The
latter functioned as a realm of control. Each domain's item difficulty was the same for all age
groups. Despite this age parity in performance, there were disparities in FOK and CL ratings for
computers but not for general knowledge, suggesting that older individuals are less confident in
their own computer knowledge than younger ones. The greater age difference in ratings observed
in the computer domain, as compared with the general domain, was even greater for the FOK
than for the CL judgments. Statistical control of age differences in global self-efficacy beliefs in
the computer domain (poorer in the older participants, but not in the general domain), eliminated

48
age differences in FOK and CL judgments in the same domain. These findings confirm earlier
ones. They suggest that confidence in their relevant abilities is one possible source of the
difficulties that the elderly may encounter in mastering new computer technologies.

A Study on Consumers’ Attitude Towards Online Shopping N.Jemila Dani Asst. Prof. of
Commerce, St.Alphonsa College of Arts & Science, Karinkal, Tamil Nadu. Explains that there
are Five phases make up the online purchasing procedure, which is the same as traditional
shopping. For instance, when a customer decides they need to buy a product (say, a book), they
use the internet to make their purchase, beginning with a search for information and all available
options before choosing the one that best suits their needs. Consumers are assaulted with several
considerations before making a final purchase, limiting or influencing their choice. The study's
major goal is to identify the variables that affect customer attitudes and behaviours related to
internet buying. “Internet knowledge, income, and education level are especially powerful
predictors of Internet purchases among university Students.”

1) Price and discount

2) feedback from previous users

3) Product quality and quality of information

Are all important factors which influence consumers to shop online?

2.12. User online purchase experience:

Eastlick (1996), and Weber and Roehl (1999), Shim et al. (2001) found that previous experience
with Internet shopping is a good predictor of online search behavior. It has also been established
through past studies that prior online purchase experience may also have a direct effect on online
purchase intentions (e.g., Shim et al. 2001; Weber & Roehl 1999; Eastlick 1996). That is, prior
Internet purchase experience may both have a direct and indirect (through online information
search intentions) impact on online purchase intentions.

49
2.13. Hedonic value of online shopping (happiness):
Yoo and Chung (2002) revealed that the hedonic value of shopping is not driven by the objective
to purchase, but by the consumer’s more personal motives to visit a website for entertainment
and emotional satisfaction (e.g., killing time, evaluating websites, participating in online
promotional activities). Although online consumers are mainly motivated either by desires for
utilitarian value or by ones for hedonic value, we can conclude that Web users are most likely to
search online for information when they perceive to obtain these values via the Internet. Many
online shoppers reportedly enjoy the search for new products or new product information, and/or
find pleasure in participating in various activities provided by online shopping mall websites.

2.13.1. Hedonic Attributes:

Hedonic attributes are defined as attributes that deal with sensory stimulus experiences, including
emotions and satisfaction (Batra & Ahtola, 1991). The pleasure attribute's motivation focuses on
consumer entertainment search behavior. Customers pursuing emotional needs in an engaging and
joyful buying experience might be characterized as consumers who perceive hedonic characteristics.
(Celebi, 2015; Escobar Rodriguez & Bonson Fernandez, 2016). Hedonic attributes are defined as
the overall experience of an object that consumers value and seek profit (eg entertainment or
indulgence). This concept is similar to the concept of Baby, Darden, and Griffin (1994), which
describes pleasure attributes as assessing experience rather than completing a task. In other words,
the hedonic side of shopping includes the joy that people feel when shopping online. There three
utilized proxies for the hedonic attribute: roll shopping, best offer, and sociability. Shopping for
loved ones gives you a sense of fulfilment. There are intrinsic delights, feelings, and feelings
connected to buying a present for someone else while purchasing a part. The delight that a person can
obtain from haggling and haggling with a salesperson is what is meant by the phrase "best deal."

50
2.13.2. Dimensions of Hedonic Shopping Motivations:
A study by Arnold and Reynolds (2003) determined some purchase motivations and they have
investigated 6 different dimensions of hedonic shipping motivation.

Figure (2.4) Six Dimensions of Hedonic Shopping, source: Arnold and Reynolds (2003)

Adventure

Shopping
Value

Shopping
Hedonic
Idea
Shopping
Shopping
Social

Shopping

Gratification

Shopping

Role

Shopping

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2.14.2.1. Adventure Shopping:

Shopping is an experience, according to this rationale. People that have this form of motivation
anticipate gaining "adventure, thrills, stimulation, excitement, and entering a different universe
of exciting sights, smells, and sounds," according to Arnold and Reynolds.

2.14.2.2. Social Shopping:

For some shoppers, going shopping serves primarily as an opportunity to socialize.

2.14.2.3. Gratification Shopping:

Life is so complicated today, and social tension has escalated. To release this anxiety, some
people go shopping.

2.14.2.4. Idea Shopping:

People's knowledge of the emergence of new trends and models may be updated by shopping.

2.14.2.5. Role Shopping:

By stating that "role shopping reflects the enjoyment that shoppers derive from shopping for
others, the influence that this activity has on the shoppers' feelings and moods, and the
excitement and intrinsic joy felt by shoppers when finding the perfect gift for others," Arnold
and Reynolds highlight the concept of this motive.

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2.14.2.6. Value Shopping:

Some people go shopping to find a good value product.

2.14. Loyalty:
Loyalty occurs when a customer buys a product or service repeatedly and holds a positive
attitude towards goods or services of the companies (S. Ghane, M. Fatian, and M. R. Gholamian,
2011). There are four stages of brand loyalty proposed ascendingly by R. L. Oliver in 1999
according to the cognition–affect– conation pattern. The first stage is cognitive loyalty in which
customers are loyal to a brand based on their information about it. The next phase is affective
loyalty, which refers to a customer’s liking for the brand or their positive attitudes toward a
brand. The third step is conative loyalty. This is a deeply held commitment to buy, the customer
has the intention to purchase but this may not result in the actual action due to failures or trial of
alternatives. The last stage is action loyalty, where customers convert intentions into actions.
They experience action inertia, coupled with a desire to overcome obstacles to make a purchase.
Although the last stage is ideal, it is difficult to observe and measure.
In online shopping, E-loyalty expresses a customer’s favorable attitude toward an e-commerce
website that leads to repetition of buying behavior (Y. Liu, 2007). A loyal customer always has
intention to buy from website and not switch to another web site (C. Flavian and M. Guinaliu,
and R. Gurrea, 2006), E-loyalty of consumers is affected by trust (Gommans et al. 2001).
The core of loyalty is the customer’s ability to turn out competitors’ efforts to persuade
consumer into switching product or services and recommend e- service provider to others (J.
Tam, 2012). Customer loyalty plays a critical role in an organization’s success and customer
loyalty becomes more important especially when customer acquisition alone does not equate to
long term success (J. Flint, C. Blocker, and P. Boutin, 2011).
Loyalty is one of the main objectives for strategic marketing planning because brings out
favorable outcomes to companies. Firstly, it is much less expensive to retain current customers
than it is to seek new ones (P. Kotler, 2010). Further, loyal customers are more likely to discuss
their past service experiences than non-loyal customers, creating a potential for positive word-of-
mouth advertising which is not costly for the service provider (S. Shoemaker and R. C. Lewis,
53
1999). Third, it secures the relationship between client and provider. Finally, loyal customers are
more easily accessible than first timers since organizations usually retain records which makes
targeted indirect marketing more feasible. This knowledge permits suppliers to accurately target
the the intended segment and request direct responses to promotions (L. J. Reid and S. D. Reid,
1993). Ever since the notable growth of online shopping, the competition in this industry has
become more intense. Achieving and sustaining customer loyalty has been recognized as one of
the essential factors for success, survival, and growth of online businesses.

2.15. Trust:

In online shopping, trust is the faith that the customer has on the online vendor; that he/she will
deal in a fair manner (Carter et al, 2014)
Simply put, trust can be described as an expectation that others will not behave opportunistically
(Gefen et al, 2003) A customer has to be assured that the vendor will not take advantage of his
trust, in order for an online business to be trustworthy it has to realize that trust creation is vital
but problematic because it is timely, takes effort however it could easily be destroyed and
regaining it is challenging. [1] “Whoever is careless with the truth in small matters cannot be
trusted in important matters”- Albert Einstein. The conventional brick and mortar stores have a
salesperson who acts as a source of trust for the consumers (Abbes et al, 2015) but in the online
shopping context, there is no salesperson and search tools and help buttons have taken his place,
thus eliminating the very foundation of consumer trust from the shopping experience (Cho and
Sagynoy, 2015) Since the customer cannot physically inspect the product nor the salesperson
while placing an order, it is crucial for businesses to foster consumer trust to eliminate
uncertainties. Online shopping process represents an excursion beyond the unknown. The
complexity of the process is associated positively with trust, as complexity increases trust needs
to grow. Generations ago, e-commerce wasn’t present, Customers used to know brands through
trusted acquaintances, by reputation or own personal experience on the contrary the influx of the
internet made them dive into decisions unescorted by enough knowledge. Perhaps people deal
with e-commerce nowadays nearly on daily basis, but Lack of interaction, fraud incidents,

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privacy invasion, intangibility, and malpresentation increased people’s uncertainty. [2]
Past studies suggest that trust acts as an important determinant towards the success of an online
retailer (Fang et al, 2014) Trust is considered to be an essential construct in online shopping due
to many reasons (Nick Haili, 2014) First, online shoppers are required to furnish personal details
when they purchase a product online or at the time of registering themselves on the websites.
The customers fear that this information might be shared with a third-party agency for any
unwarranted promotional activities (Akhter, 2014) Second, consumers’ perceived level of risk
increases when they share their bank account details, debit/credit cards information, etc., with an
online website, which has no physical presence (Ali et al, 2016) The buyers may have a lurking
fear about the leakage of their financial information to some unknown entity (Akhter, 2014).
According to Anderson and Srinivasan's predictions from 2003, customers' perceived risk is
correlated with their anxiety over losing out on online purchases.

2.16. Privacy
Privacy as previously mentioned, privacy concerns are frequently identified as one of the main
barriers preventing customers from making online transactions. An online survey conducted in
March 2000 of Internet users who had not yet made an online transaction revealed that 94% of
participants were either extremely or moderately concerned that businesses they may do business
with would exploit their information to send them unwelcome information (BusinessWeek,
2000). Of course, there are a wide variety of privacy-related concerns that apply to the Internet.
Byford (1998) focused on two different theoretical aspects of privacy (Byford, 1998), social
relationships view and a property view.

According to the perspective on social interactions, privacy serves as a counterbalance to the

growth of social ties. As established by American law, privacy is more of a mechanism in social
processes than a fundamental human right to solitude. In chat rooms and MUDs, where social
links between members of different Internet communities are being forged, this idea of privacy
on the Internet would take the form of anonymous interactions and false identities. According to
the property perspective (Byford, 1998), people define privacy as the degree to which they have
control over their own data in all kinds of online transactions. The property view shows up in the
55
eager exchange of personal data for valuable services like free email or exclusive discounts from
retailers. Although Byford's two conceptualizations of privacy are crucial for understanding how
people behave online, the property view of privacy appears to encompass the majority of privacy
worries related to online shopping. For example, results from the 1997 GVU Internet surveys
indicate that 53 percent of online users are wary of the collection of personal data by commercial
Web sites, and 66 percent do not register with Web site for fear that their personal information
may be misused (GVU, 1997). In a more recent study, in which respondents were allowed to
articulate their own concerns about Internet purchasing, 5.6 percent named the unauthorized
sharing of personal data as one of their key concerns about Internet purchasing, while 7.1 percent
named unauthorized access to personal information, and 20.1 percent named unauthorized access
to credit card information (Miyazaki and Fernandez, 2001). The Ernst & Young (2001) and
Better Business Bureau (2001) studies mentioned in the introduction echo these concerns about
control over personal information. One of the main features of privacy that has been examined in
this literature is the worry about control over personal information. This issue has long been
present in the research on information systems, particularly in the work of Culnan and Smith.
Culnan (1993) produced two measures for evaluating two distinct features of attitudes towards
privacy, loss of control, and unauthorized secondary usage in a research on direct marketing and
attitudes towards the use of secondary information. The loss of control scale refers to the
consumer's loss of control over their personal information as well as the loss of privacy brought
on by using a credit card. The term "secondary use" describes when personal data is utilized for a
different reason than why it was initially gathered. Culnan discovered that individuals who are
less sensitive about unauthorized secondary use of information are more positive about shopping
by mail, have developed coping mechanisms for dealing with unsolicited mail, and have lower
privacy concerns, as measured by loss of control over personal information, than those who are
more sensitive about this practice. Despite the fact that her study did not specifically address
privacy and the Internet, the attitudes it measured towards unauthorized secondary use and the
results it produced are relevant to research on Internet privacy. Smith et al. (1996) developed and
validated an instrument that measures dimensions of organizational information privacy
practices. Their work revealed four dimensions of information privacy practices: collection,
errors, unauthorized secondary use (like Culnan’s concept), and improper access. Although the

56
focus of their instrument development and validation was on people’s attitudes towards how
organizations dealt with their own personal data, Smith and colleagues’ measurements could
easily extend to attitudes toward how Web sites, and the organizations that operate them, deal
with personal information. Given past research on information systems and privacy, with its
focus on unauthorized use of personal information, and given the primacy of consumer fears
about the misuse and unauthorized sharing of their personal data, beliefs about privacy are
conceptualized in this study in terms of the authorized use and sharing of personal data by
Internet entities that collect it. This approach differs from past studies that have considered the
role of privacy in Internet purchasing. Limayem et al. (2000) and Khalifa and Limayem (2003)
had a single global measure for privacy (“[p]rivacy violation is a major problem for purchasing
through the Web”), as did Jarvenpaa and Todd (1997a, b) (“[t]he process of shopping on the
Web puts the consumers’ privacy in jeopardy”) and Mukherjee and Nath (2003)[1]. Miyazaki
and Fernandez (2001) collapsed responses to open ended questions about online shopping
concerns into the presence of absence of three categories of concerns: privacy, system security
(i.e. Internet security), and security (i.e. fraudulent behavior on the part of Internet retailers).
George (2002) used pre-existing GVU survey items to measure Byford’s social relationships and
property views of privacy. Swaminathan et al. (1999) also analyzed the GVU data, using 11
items to measure four aspects of privacy, two of which were similar to George’s measures of
Byford’s views of privacy. The measure of privacy most similar to the one used in this study was
designed by Suh and Han (2003). They employed five privacy indicators, three of which
concerned the misuse of private data. Their other two questions concerned whether a website
would erase personal information upon request and whether it sold personal information. The
results of these studies on privacy and online shopping are conflicting, in part because different
study models utilize different hypotheses about the various dimensions that privacy could be
associated to. Whereas the desire to shop online is thought to be directly impacted by privacy,
there appears to be no relationship (Limayem et al., 2000; Khalifa and Limayem, 2003;
Jarvenpaa and Todd, 1997a, b). On the other hand, there is support for a hypothesized
relationship between privacy and attitudes toward Internet shopping (Jarvenpaa and Todd,
1997a, b; George (2002)). A direct link between privacy concerns and actual online purchasing
behavior is tenuous: Miyazaki and Fernandez (2001) found no relationship between privacy

57
concerns and Internet purchasing behavior, while Swaminathan et al. (1999) found two of their
four measures of privacy to be related to Internet purchasing behavior: concerns about the
creation of laws protecting Internet privacy were associated with higher levels of Internet
purchasing, and beliefs about marketers’ need for information about consumers had a slight (p ,
0:1) negative effect on the amount spent on Internet purchases. Two other studies found a
relationship between privacy concerns and trust in e-commerce (Mukherjee and Nath, 2003; Suh
and Han, 2003).

2.17. Convenience:
Online shopping has always been popular with consumers for its convenience. Compared to
traditional stores, where customers must search manually and occasionally, the internet makes it
simple for customers to find products, browse product information, and search for them. They
have to look for the desired product for a long time and find it difficult. According to Gilon
Miller (2012), online shopping gives consumer the opportunity to shop 24 hours a day and 7
days a week. Online shoppers carry multiple benefits in terms of convenience such as less time
consuming, flexibility and less physical efforts (Darian, 1987). Robinson, Riley, Rettie, and
Wilsonz (2007) claim that the convenience of being able to purchase at any time and having
packages of goods delivered right to your door is the primary driving force behind online
shopping. According to Webcheck's (1999) study, convenience is one of the most important
advantages to shopping online. Compared to traditional purchases, where it is difficult to
compare the same products, consumers can easily compare prices when making purchases
online. Another benefit of online buying is the ability to compare prices. Because some things
sold online are obtained directly from the manufacturer or seller and do not involve middlemen,
consumers can find better bargains and lower pricing there. Some of the online shops offer a
great discount coupon and rebates. Even when someone is still busy, shopping can be completed
in a single minute. Customers do not have to wait in a queue or for assistance from a worker or
shop assistant before making their purchases. When a store is providing a cheap sale or clearance
goods, customers can also avoid the crowd.

58
In addition to being able to compare various product types, consumers can purchase a variety of
brands and products from several merchants in one location or on a website. Without having to
spend money on travel to the location where the products are introduced or sold, consumers can
also learn about the most recent global trends. They can shop from retailers in other regions of
the country or even the world without being limited by geographic boundaries.

2.18. Time saving:

One of the most important considerations for consumers when they shop online is time savings.
According to Nikhil Srivastava (2016), there was no faster method to get what we wanted than
through internet shopping, where we wouldn't have to wait in queue for hours to pay for our
purchases. When compared to traditional shopping, where it takes more time to search for things,
browsing and searching for products online can save a lot of time. Online shopping allows
consumers to reduce their effort as well. According to Rohm and Swaminathan’s (2004),
possible explanation that shopping online can save time is during the purchase of goods via
online and it can eliminate the traveling time required to go to the store if purchase through
traditional shopping but there was a contra when buying through online who some people think
that it also takes time for someone to receive the goods especially if the delivery process takes
much time. Because it takes a while to deliver goods and customers must wait to receive them,
time savings is not one of the driving forces behind online shopping (Corbett, 2001). However,
time savings can be viewed from various angles. People in east Malaysia, for instance, can
purchase a product from west Malaysia without physically visiting the location. They can save
money on travel and lodging while also saving time travelling to the location where they want to
purchase the goods. According to Morganosky and Cude's findings from 2000, consumers who
have already made an online purchase cited time savings as a major motivator. With both job and
leisure pursuits, modern life has become extremely hectic. All of their available daytime will be
devoted to this. Online shopping is the best way for people who don't have a lot of spare time to
save time. Online shopping is becoming more and more significant in this area because it can
help consumers save time that can be used for other purposes. No travel is required if consumers
want to buy goods. Unlike traditional purchasing, it may be done whenever and anywhere

59
without the need for them to go to the store. Consumers can instantly look after what they need
and want which can save time rather than they go on traditional shopping which they must look
and find what they want which need much time to search. Search options from the website can
made much quicker and easier for consumer to find the goods.

2.19. Website Design/Features:

One of the key influencing variables of online buying is website design and activity. According
to a 2015 study by Prashar, Vijay, and Parsad, online shoppers favor online merchants who build
their online stores with excellent web atmospherics, consistent eye-catching images, and an
engaging website design and layout. Shergill & Chen (2005) claim that website design,
reliability or fulfilment, customer service, and security or privacy are the most crucial factors
since they are the most alluring aspects that might affect the consumer's perspective of buying
utilizing online shopping. Yasmin and Nik's (2010) research demonstrates a significant
correlation between website features and online shopping behaviors. The features of a website's
design can be thought of as a motivating factor that can convince customers to shop online and
can evoke both positive and negative emotions. A seller's well-designed website with high-
quality features can make it easier for customers to buy online, which can result in a successful
transaction and encourage them to return or encourage others to buy through the website through
word-of-mouth. The user's decision to shop online is directly influenced by the quality of the
website's design or features (Liang and Lai, 2000).

When it comes to influencing consumers to make a purchase or use online shopping, the
characteristics of a website's design or features always play a significant role. Web architecture
that introduced to clients is vital for internet shopping (Than and Grandon, 2002). A
concentration by Chen and Wells in year 1999 shown that web-based customers has been
extremely disappointed with the ineffectual web composition even however the web composition
or elements was finished by the site experts. Customers are less likely to return to a website with
poor design or features, increasing the likelihood that they will leave without making a purchase.
As a result, factors related to website design are powerful predictors of customer satisfaction.

60
Web design ought to be readable, clean and UI ought to be outwardly appealing. According to
Kim, Kim, and Lennon (2011), customers may leave a website without making a purchase if the
design isn't effective and there isn't enough relevant information about the products or goods.
The design of a website should be straightforward, user-friendly, and easy to navigate.
Customers always prefer to buy from a website that is well-organized and easy to use. With a
well-designed online shopping experience that provides ample product information, customers
can easily compare and select products.

2.20. Security:
According to a study by Niranjanamurthy M. and Dharmendra (2013), security is a significant
issue for online customers and one of the most critical factors in the success or failure of online
businesses. Another major factor that influences online shoppers is security. Credit card fraud,
privacy concerns, the risk of non-delivery, the post-purchase service, and hackers who typically
create a fictitious website that resembles the online shopping website are some of the reasons
why many internet users avoid online shopping. According to Bhatnagar and Ghose (2004),
security is one of the most important factors that prevents people from buying from websites.
According to consumer reports, a significant number of online shoppers do not like to buy from
websites because they worry that other people might hack into their sensitive information. When
consumers shop online, privacy or security are viewed as one of the unquestionably significant
concerns. The degree to which consumer information is safeguarded and the safety of the
network against fraud or hackers are referred to as privacy or security.

According to Loonan and Loughlin (2008), security and privacy play a crucial role, particularly
in the online banking industry, as consumers and users alike assume that all website providers
have a secure website as a prerequisite for online shopping. When doing online shopping, the
security of credit card information and other personal information becomes a major concern for
customers. As a result, customers always expect the owner of the online website to keep their
personal information and records safe and secret. Wolfinbarger & Gilly (2003) say that
consumers are concerned about privacy and security because they fear identity theft and spam.

61
Lack of consumer confidence by the absence of security and privacy of the website will become
one of the disadvantages of online shopping which as a result will prevent the development of
online shopping. Owners of online shopping should aware and strengthen their website security
of online transaction and provide consumer with a privacy policy thus improving consumer
confidential, satisfaction and purchase intention.

Figure (2.5) Factors influencing customer intention for online shopping, source: Jati, Agnes, Mohd
Khairol, Noraini & Gloria (2020). Factors Influencing Customers Intention for Online Shopping.
International Journal of Modern Trends in Business Research (IJMTBR), 3(11), 31 - 41

Convenience

Time Saving
Online shopping
intention

Website
Design/Features

Security

62
2.21. Conclusion:
Online shopping certainly has undeniable benefits to both online retailers and shoppers. It does
not make retailers’ profits limited to the number of customers reaching their physical store only,
it also increases its market share by expanding and reaching more customers and shoppers who
cannot get to the store, increases the efficiency as it reduces the time of many operations by
making shopping much easier and quicker than instore shopping for Customers, and cost
efficient for the company as well. But the rapid growth of online businesses led to expansion of
factors that affect the online buying process.
Researchers should focus on studying the effect of these factors to know to which extent each
factor influences the consumer's intention to buy. This research could help shed light on how to
refine the online shopping experience.

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 Chapter 3

Conceptual Framework

64
Chapter (3) Conceptual Framework and Research Hypothesis

3.1. Introduction

Continuing from the previous chapter's study of the literature review, this chapter focuses on the
variables of the research that has been chosen. A consumer gets affected by some factors which
lead to affecting his intention either positively or negatively, like the perceived ease of use and
the perceived usefulness. The variables are perceived usefulness, perceived ease of use,
perceived enjoyment, perceived benefits, perceived risk, trust, intention, subjective norms, and
attitudes. Moreover, the chapter represents the definitions, abbreviations, and measurements of
the research main constructs. Furthermore, it focuses on the conceptual framework of the
research and developing the hypothesis as well according to proven studies and theoretical
studies.

3.2. Perceived ease of use

The internal belief is related to an individual’s assessment of the mental effort involved in using
a system (F. D. Davis, 1989). (M. Featherman and P. Pavlou, 2003) assumed that the amount of
cognitive work required to learn and use new information technology is indicated by perceived
ease of use. Enhancements in productivity, performance, and effectiveness that are equivalent to
usefulness may result from improvements in perceived ease of use. Prior studies have shown that
perceived usability has a major impact on behavioral intention, either directly or indirectly
through its impact on perceived usefulness. (J. W. Moon and Y. G. Kim, 2001), (C. L. Hsu and
H. P. Lu, 2004), (B. Suh and I. Han, 2003) and (I. L. Wu and J. L. Chen, 2005). Thus, perceived
ease of use would have a direct and positive effect on perceived usefulness. Because the positive
effect of perceived ease of use on perceived usefulness has been discussed, this study also
verifies the following hypothesized relationships of TAM in the context of online shopping.
Accordingly, the following hypothesis is proposed.
65
H1: Perceived ease of use has a direct and positive effect on consumers’ intention toward online
shopping.

H2: Perceived ease of use is positively related to perceived usefulness in the online shopping
channel.

3.3. Perceived Usefulness

Validated TAM for the context of the World Wide Web and claimed that perceived usefulness
and perceived ease of use increase the intention and willingness to access the e-commerce
environment through the website. (D. Gefen and D. W. Straub, 2004) extended TAM in B2C e-
service, and proposed that perceived usefulness, perceived ease of use, and trust are positively
related to the purchasing intentions of consumers. Applying TAM to incorporate social
influences and flow experience to predict users’ acceptance of online games, (C. L. Hsu and H.
P. Lu, 2004) found that perceived usefulness and perceived ease of use have positive impact on
intention to play an online game. The results of (J. Yu, I. Ha, M. Choi, and J. Rho, 2003) also
indicated that the positive relationships between perceived usefulness and perceived ease of use
and behavioral intention. According to the empirical studies of TAM, individuals form their
intentions based on the belief that using a particular technology will enhance their job
performance. On the other hand, greater perceived ease of use or the less complexity of the
information systems will increase the likelihood of individual intention. Based on TAM and the
results of previous studies, behavioral intention information technology is jointly determined by
users’ perception of usefulness and perceived ease of use. Thus, this study suggests that
perceived usefulness and perceived ease of use are predictors of behavioral intention online
shopping channels. Accordingly, the following hypotheses are proposed.

H3: Perceived usefulness is positively related to intention in the online shopping channel.

66
Perceived Enjoyment .3.4

When using information systems, Davis et al. (1992) extended to the original TAM model by
considering perceived usefulness as an extrinsic motivation element and reported enjoyment as
an inner motivation factor. Previous studies have indicated that perceived ease of use positively
affects perceived enjoyment (Davis et al., 1992; Igbaria et al., 1995; Teo et al., 1999; Heijden,
2003; Kim et al., 2009; Agrebi and Jallais, 2015), whereas others have supported that perceived
enjoyment positively and directly affects the individual’s attitude and behavioral intention to use
a particular technology (Davis et al., 1992; Mandilas et al., 2013; Agrebi and Jallais, 2015,
Ingham et al., 2015). Heijden (2003) discovered evidence to support the idea that perceived
enjoyment is correlated with perceived ease-of-use, meaning that the easier a system is to use,
the more enjoyable it is. Additionally, he discovered that a person's attitude and intention to use a
.website were significantly and favorably influenced by perceived enjoyment

In general, a person who finds using online shopping websites easier is more likely to think that
doing so will make him or her happier and more fun as well as improve his or her professional
and personal life. Thus, a person who gets more enjoyment while shopping online may have a
.positive intention towards online shopping

H4: Perceived enjoyment has a direct and positive effect on consumers’ intention to use online
shopping.

3.5. Perceived benefit

The perceived benefits of shopping through the Internet, for most people, can be represented by
convenience, economic efficiency, and entertainment. The supply of online product information,
acceptance of online orders, and convenience of front door delivery have reduced the
time/mobility costs possible, as well as an offering of a variety of product without worrying
about stock or storage issues, leaving Internet shopping with competitive advantage over
traditional retail shopping (Darian 1987; Carson et al. 1996; Burke 1997). In addition to being

67
able to conduct product information searches, consumers are also free to compare information
amongst manufacturers. (Alba et al. 1997).

Regarding the entertainment value of internet shopping, many users apparently find enjoyment in
browsing websites that feature online shopping malls to learn about new products or to learn
more about existing products. In conclusion, the above discussion led to the development of the
following hypothesis.

H5: The perceived benefits of Internet shopping will positively affect intention to use the Internet
for product information search.

3.6. Perceived risk

Consumers perceive a number of risks when shopping online, including financial risk (fear of
economic loss as a result of purchase), social risk (fear of social rejection of an online-purchased
product), performance risk (fear of an online-purchased product performing poorly), personal
risk (uncertainty about the stability of the online shopping process), and privacy risk (fear of the
exposure of personal information). Previous research conducted by Miyazaki and Fernandez
(2001), shows a negative relationship between perceived risk of internet shopping and purchase
rate. The first prediction in 32 Seoul Journal of Business consumer behavior literature in regards
of perceived risk (Bauer 1960) asserts that in the purchasing decision situation, people make
purchases that reduce perceived risk.

H6: Perceived risk has a negative influence on customers’ intention toward online shopping.

3.7. Subjective Norms

In the E-shopping literature, “however, there have been conflicting reports of subjective norms
(I. T. Hawaldar, M. S. Ullal, F. R. Birau, and C. M. Spulbar, 2019). Past studies (M. Limayem,
M. Khalifa, and A. Frini, 2000) have shown an important positive impact on consumer buying
intentions by subjective norms. Studies (S. Taylor and P. Todd, 1995) have also discovered a
68
negative impact or even no impact of subjective standards on consumers' propensity to shop
online. A study 2 Behavioral Neurology by "trust and privacy" by (C. H. Chen and C. Zimitat,
2006) discovered that, in contrast to other technologies, like the telephone or email, arbitrary
standards had little impact during the early phases of Internet use. An individual’s normative
structure, i.e., his or her beliefs about what important others think about the behavior in question,
should directly influence his or her subjective norms, or perceptions of the social pressure to
comply with expectations about engaging in the behavior. Subjective norms should in turn
influence the individual’s proclivity to engage in the behavior. Conversely, if social expectations
are that people should not engage in the behavior, then the individual should be less likely to do
so. In this case, if purchasing over the Internet is seen as socially desirable behavior, based on
what important others think about it, then the individual is more likely to make internet
purchases.

H7: Subjective Norms have a direct and positive effect on consumers’ intention toward online
shopping.

3.8. Purchase Intention

Purchase Intention and Consumer Behavior Ajzen (1991) suggested that intentions are supposed
to be an indicator of to what extent people are willing to approach certain behavior and how
many attempts they are trying in order to perform existing behavior. Regarding to the studies by
He et al. (2008), lack of intention to purchase online is the essential obstacle in the development
of electronic commerce. The theory of planned behavior (TPB) applied on consumers implied
that the intention to shop online was most likely to be affected by perceived behavioral control
and subjective norm, the sum of the attitudes from the people surrounding them (Orapin, 2009).
Since these two factors can affect consumers’ purchase intention, they affect their behavior
towards online shopping and eventually lead to actual action (Orapin, 2009). The shopping
intention as a substitute for purchasing behavior also needs to be explored. Although intention
has been specific as a salient predictor of actual behavior to shop online (He et al., 2008; Orapin,
2009; Pavlou & Fygenson, 2006; Roca et al., 2009), it should be acknowledged that purchase

69
intention does not translate into purchase action (Kim & Jones, 2009). Based on Technology
Acceptance Model (TAM), perceived ease of use and perceived usefulness determined the online
shoppers’ action after online behavioral intention sink in (Hu et al., 2009). An online website
should recognize the customers’ purchasing behavior in order to build and maintain a good
relationship with customers (Kim & Hong, 2010). Jamil and Mat (2011) proposed that purchase
intention may have a positive influence on actual online purchasing and recommended further
investigation on the relationship between these two variables in future studies. Limayem et al.
(2000) admonished researchers to investigate on the intention, assuming that behavior will
automatically string along.

In line with the work by Klein (1998), Shim and Drake (1990), Liang and Huang (1998),
Eastlick (1996), and Weber and Roehl (1999), Shim et al. (2001) found that previous studies
focusing on Internet shopping can be considered as a good predictor of online search behavior. It
has been also established through previous studies that prior online purchase experience may
also have a direct effect on online purchase intentions (e.g., Shim et al. 2001; Weber & Roehl
1999; Eastlick 1996). In other words, past Internet buying behavior may influence future online
purchasing behavior both directly and indirectly (via plans to seek information online). The two
assumptions are thus drawn from the discussion presented above.

H8: Purchase intention affects purchasing behavior.

Trust .3.9

Trust is a multidimensional concept which is complex in nature, and so, one may find several
definitions of trust even in the literature relating to a similar context. Trust is the mutual
assurance that, during an exchange, no party will exploit the vulnerabilities of another. Trust is
the willingness of a person or group to be vulnerable to the actions of other group of people,
based on expectations that the other will do a certain action benefitting the trust. Trust also refers
to the belief of an individual in the trustworthiness of others, which can be determined by their
perceived integrity, benevolence, and competence. Eventually, trust can be conceptualized as
“the degree to which one can believe and rely upon promises made by others”. Therefore,
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according to (D. Gefen and D. Straub, 2003) trust has been theorized as a factor directly influencing
attitude in the context of online shopping, where the state of vulnerability of the user is quite
high due to the dynamic disposition of cyberspace. (S. Ganesan, 1994) assumed that trust can be
described as a confidence that another person or group won't act opportunistically, such as that a
vendor will provide exactly what has been promised. In addition to having several definitions,
trust is typically seen as being crucial in online buying situations because of the variety of
possible threats connected to the internet.

In the e-commerce field, serval studies (Grazioli et al., 2000; Lee, 2009; Wang, 2011;Casalo et
al., 2011; Belanche et al., 2012; Akroush et al., 2015; Agag and El-Marsy, 2016) have confirmed
a positive direct effect of trust on consumer intention toward an online service provider, because
trust in a specific online service provider helps consumers to develop a favorable attitude toward
showing a given behavior. Trust is thus seen as one of the most significant factors influencing
consumers' attitudes towards online purchase. The following hypothesis can be put out
considering the conversation:

H9: There is a positive influence of trust on consumers’ intention towards online shopping.

3.10. Satisfaction

According to Lin (2003), businesses that offer online services must deliver the highest value
possible if they want to win the trust and approval of their clientele and maintain that trust over
time. Companies can measure this value by looking at customer satisfaction, and factors that
affect this satisfaction are customer need, value, and cost. Mostaghel (2006) argues that Heskett
et al. (1994) highlights consumer satisfaction as essential to gain better financial performance of
services in company, which is the second most important thing for them, after gaining a profit.
Companies saw the fast development of technology as a chance to achieve customer satisfaction
and loyalty much easier and with lower costs. Many research studies showed that e-commerce
has, significantly, changed the way in which business operates.

H10: There is a positive relationship between consumers ‘satisfaction and their intentions to buy
in the future.

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 Figure (3.1) Research Conceptual Framework

v
Perceived
usefulness

H2 H3
Perceived ease of
use H1

Perceived
enjoyment
H4

Perceived H5
Benefit

H6 H8 Purchasing
Intention Behavior
Perceived Risk
H7

Subjective Norm H9

H10
Trust

Satisfaction

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3.13. Definitions of the research construct

Table (3.1) Definitions of the research construct

Perceived Ease of Use refers to the degree to which a person believes that using a particular system
would be free of effort (Davis, 1989).

Perceived Usefulness Perceived usefulness is the extent to which a person thinks that using a
particular information system or information technology would enhance
his or her performance in their career or in their personal lives
Perceived Enjoyment The factor of perceived enjoyment is added in TAM according to Liao,
Tsou, and Shu, (2008) and Cheema, Rizwan, Jalal, Durrani, Sohail (2013)
studies on online shopping adoption and found that perceived enjoyment
has direct relationship with intention to use. Perceived Enjoyment in this
study is defined as enjoyable and exploratory as a subjective
psychological experience that is the context of information technology
and computer-mediated environments (Webster, Trevino, Ryan, 1993).
Venkatesh (2000) expressed perceived enjoyment as the extent to which
the activity of using a particular system is perceived to be enjoyable, aside
from any performance consequences resulting from system use.

Perceived Benefits Perceived benefit refers to the perception of the positive consequences
that are caused by a specific action. In behavioral medicine, the term
perceived benefit is frequently used to explain an individual’s motives of
performing a behavior and adopting an intervention or treatment (Leung,
Y, 2013).
Perceived Risk The amount of risk perceived by the consumer is a function of two main
factors, namely, the amount at stake in the purchase decision, and the
individual’s feeling of subjective certainty that he/she will “win” or “lose”
all or some of the amount at stake (Cox & Rich, 1964).

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Trust Marketing literature has repeatedly shown that trust is a crucial factor in
the shift from discrete market transactions to continuous exchange
relationships (Dwyer, Schurr and Oh 1987). Trust thus has a central role in
the development of relationship marketing, which refers to all activities
intended to establish, developing and maintaining exchange relationships
with clients (Morgan and Hunt 1994).

Intention Intentions are presumed to be an indicator of the extent to which people

are willing to approach a certain behavior and how many attempts they
will try, in order to perform that certain behavior. A lack of intention to
purchase goods online is the main obstacle in the development of
electronic commerce [34].

Satisfaction Mostaghel (2006) argues that Heskett et al. (1994) highlights consumer
satisfaction as essential to gain better financial performance of services in
company, which is the second most important thing for them, after gaining
a profit.

Subjective Norms Subjective norms refer to the perceived social pressure to perform (or not
to perform) a certain behavior. The literature on subjective norms has
indicated that the influence of subjective norms can provide equivocal
results. Previous studies have concluded that someone who aims to follow
people’s expectations and wants to be the same would certainly have good
subjective standards in E-shopping behavior.

Behavior Engel, et al. (1986, 5), define consumer purchasing behavior as “those
acts of individuals directly involved in obtaining, using, and disposing of
economic goods and services, including the decision processes that
precede and determine these acts”.

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3.14. Summary

The purpose of this study is to discover what are the factors that affect the consumer intention
towards online shopping whether positively or negatively. Online shopping is a form of business
that is conducted in the online environment, while the Internet behaves as a unified platform that
connects buyers and sellers (Turban, King, Lee, Liang, & Turban, 2015). Based on previous
research there are certain factors that are proven to affect the consumers’ intentions towards
online shopping like the perceived ease of use, perceived usefulness, perceived benefits,
perceived risks, and perceived enjoyment as well. In addition to that there are two extra variables
in this study which affect the online purchase intention of a consumer which are subjective
norms, and trust as well. Academics consider customized products or services to be one of the
competitive advantages of online purchasing (Burke, 1977; Han and Han, 2001). According to
the previous developed hypothesis and the literature review it is proven that attitude, trust,
perceived ease of use, perceived usefulness, perceived enjoyment, perceived benefits, perceived
risks, and subjective norms significantly influences consumer’s intention to buy. According to
the lack of a physical shopping environment and stimulation from physical objects, internet
shopping finds it challenging to achieve this. According to Parsons (2002), the convenience
value offered by online shopping enables customers to complete the desired task in a constrained
amount of time and space, even though it is covered by the value of convenience.

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 Chapter Four

Research Design &

Methodology

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Chapter (4) Research Design & Methodology

4.1. Introduction
According to the gender and regulatory focus theory as moderating variables, this chapter
examines the research approaches used to determine the factors affecting the Egyptian
consumers’ intention towards online shopping in Cairo. In addition to that the chapter will
discuss the population and the sample sizes that were used to evaluate the relationship between
the dependent and the independent variables. Other points like the scale and measurement and
statistical approaches needed to rate and evaluate the hypothesis will be discussed specifically.

4.2. Research Design and Method

4.2.1. Research design:
A Study on Egyptian Online Shopping Consumers" key conclusions indicated that there needs to
be far more government regulation of e-commerce to safeguard the interests of all parties
involved in an online transaction and promote consumer confidence. A suggestion is to set up a
regulatory framework to control the interaction between internet shoppers and e-commerce
firms. The study also highlighted the cultural factors affecting consumers online such as
uncertainty avoidance and collectivism which significantly discourage the average consumer
from buying online, although A MasterCard study on consumer spending has revealed that
nearly three out of four (72%) of consumers are shopping more online since the onset of the
COVID 19 pandemic. Fashion, electronics, healthcare and groceries have seen the highest surge
of online activity. More than (62%) of Egyptian consumers said they had shopped more online
for clothing, (56%) for computer equipment, and over (55%) said they had bought medicine
online. In the previously used survey questionnaire, data comprising two parts was obtained. The
first segment consisted of surveys and general questions about the frequent usage of online
shopping, familiarity, and past experience of the respondents. The survey would be employed to
gather some quantitative results. Additionally, there are many advantages to employing a survey
(questionnaire method), including ease of creation, dependability of data analysis provided all
77
questions are completed, and ease of data analysis itself. Since the research topic relates to the
online world and the reachable respondents are much higher and wider when it is conducted
online as opposed to offline in terms of the number of respondents and the geographic areas, an
electronically designed survey is chosen for the research in order to prevent any kind of error.
Data collecting should take place at the same time or within the same time period; otherwise, the
findings from the data may become unreliable over time as a result of changes in the behavior of
the shoppers. The second component consisted of five-point Likert measurements, which varied
from extremely disagree to strongly agree. it allows individuals to express how much they agree
or disagree with a particular statement. Exploratory research is the researcher’s tool to understand an
issue more thoroughly, before attempting to quantify mass responses into statistically inferable data.

Exploratory research is research conducted to investigate a problem that is not clearly defined, has been
under-investigated, or is otherwise poorly understood. Often described as grounded theory research, or
interpretive research, the approach is not designed to derive conclusive results, but rather to glean insights
that can form the foundation of future, more specific research. Using the revelations provided through
exploratory research, you can develop research hypotheses and questions for future investigation and
narrow down the data that you need. For this reason, for exploratory research to be of the best use, you
will need to adopt an open mind, and be willing to change your research approach and directions
accordingly.

4.2.2. Research Method:

According to Nicholas Williams in his research method basics book, Research is a term used liberally for
any kind of investigation that is intended to uncover interesting or new facts. As with all activities, the
rigor with which this activity is carried out will be reflected in the quality of the results. Research
methods are a range of tools that are used for different types of enquiries, just as a variety of tools are
used for doing different practical jobs, for example, a pick for breaking up the ground or a rake for
clearing leaves. In all cases, it is necessary to know what the correct tools are for doing the job, and how
to use them to the best effect.

Research (also called mixed research in this article) is becoming increasingly articulated, attached to
research practice, and recognized as the third major research approach or research paradigm, 1 along with
qualitative research and quantitative research. Referring to our topic we used surveys, mall intercept,

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questionnaires which are methods of collecting information through quantitative research. According to
Cohen (1980), quantitative research is defined as social research that employs empirical methods and
empirical statements. He states that an empirical statement is defined as a descriptive statement about
what “is” the case in the “real world” rather than what “ought” to be the case. Typically, empirical
statements are expressed in numerical terms, another factor in quantitative research is that empirical
evaluations are applied. Empirical evaluations are defined as a form that seeks to determine the degree to
which a specific program or policy empirically fulfills or does not fulfill a particular standard or norm.

Moreover, Creswell (1994) has given a very concise definition of quantitative research as a type of
research that is `explaining phenomena by collecting numerical data that are analyzed using
mathematically based methods (in particular statistics).

4.2.3. Conclusive research:

This research adopted the conclusive research design, which is sub-divided into descriptive
research and causal research. The descriptive method: describes the characteristics of objects or
people, estimates the percentage a certain behavior in a specified population, determine the
perceptions of product characteristics, determine to what extent variables studied are associated
and make specific predictions. Unlike the causal research method: it examines the cause and
effect on the relationships of variables based on experiments in which one or more of the
independent variables is manipulated then their effect on dependent variables is observed.

The objective of choosing a conclusive descriptive research design is to set and test specific
hypothesis as well as examining the relationships between the factors or variables;
It aims to validate the Technology Acceptance Model, in the context of online stores.
It also seeks to examine the consumer’s intention towards online stores.
Furthermore the methods used are: Secondary data (quantitative analysis), Survey, Observation,
and other data. The Quantitative research methods are often used with descriptive designs
because they are considered to be relatively more reliable and enable the generalizability of
findings. (Hair et al., 2009).
Finally, the findings will be used as input to help decision makers.

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 4.3. Research Population and Sample

4.3.1. Research population:

According to Explorable.com (Nov 15, 2009). A research population is generally a large

collection of individuals or objects that is the main focus of a scientific query. It is for the benefit
of the population that research is done. However, due to the large sizes of populations,
researchers often cannot test every individual in the population because it is too expensive and
time-consuming. This is the reason why researchers rely on sampling techniques.
A research population is also known as a well-defined collection of individuals or objects known
to have similar characteristics. All individuals or objects within a certain population usually have
a common, binding characteristic or trait.

Since this paper study discuss the online shopping and its huge influence on today’s buying
behavior of customers. Therefore, the information brought in the research explain in detail how
online websites are now sweeping the world specially among teens and how although it is risky,
and many tend to avoid due to fear but it managed to breakthrough and is now one of the most
impactful factors for purchasing and even customers are getting loyal to some trusted online
sites.

4.3.2. Research sample and sampling procedures

4.3.2.1. Research Sample

A sample is a smaller set of data that a researcher chooses or selects from a larger population
using a pre-defined selection method. These elements are known as sample points, sampling
units, or observations. Creating a sample is an efficient method of conducting research.

According to institute for work & health 2008 Sample size refers to the number of participants or
observations included in a study. This number is usually represented by n. The size of a sample
influences two statistical properties: 1) the precision of our estimates and 2) the power of the
study to draw conclusions.
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To use an example, we might choose to compare the performance of marathon runners who eat
oatmeal for breakfast to the performance of those who do not. Since it would be impossible to
track the dietary habits of every marathon runner in the world, we have little choice but to focus
on a segment of that larger population. This might mean randomly selecting only 100 runners for
our study. The sample size, or n, in this scenario is 100.

The study’s findings could describe the population of all runners based on the information
obtained from the sample of 100 runners. No matter how careful we are about choosing our 100
runners, there will still be some margin of error in the study results. This is because we haven’t
talked to everyone in our population of interest. That’s when using a sample size is necessary.

In this research the sample size we selected from the 400 Egyptians to understand more the
factors influencing their online purchasing behavior.

4.3.2.2. Sample Size

In particular terms according to Naresh K Malhotra sample size refers to the number of elements
to be included in the study. Determining the sample size is complex and involves several
qualitative and quantitative considerations. According to other papers the minimum sample size
should be 300, so the sample size of this study will be 400 valid cases.

4.3.2.3. Sampling Unit

A sampling unit can refer to any single person, animal, plant, product, or ‘thing’ being
researched. In the context of market research, a sampling unit is an individual person.

The term sampling unit refers to a singular value within a sample database. For example, if you
were conducting research using a sample of university students, a single university student would
be a sampling unit. Another example of a sampling unit could be if you were conducting online
research with 50 households, one household would be a singular sampling unit.

81
Sampling units are taken from an entire population, such as a country, customer database or
region, and put into a smaller group to form a research sample. This group of units is then used
to research, analyze, and draw conclusions on.

4.3.2.4. Sampling Method

Market research can help a company understand the consumers who buy its products and
services. Preliminary research can create new sales opportunities, provide valuable insights, and
uncover ways to allocate resources fairly and efficiently. Understanding the different sampling
methods can help a company use data from a small group to draw conclusions about a larger
target audience. In this article, we explore the different types of sampling and discuss the
challenges to consider when creating a sample.

When a small group is selected as representative of the whole it is known as a sample method.
The method of selecting for studying the portion of universe with a view to draw conclusions
about the universe is called sampling.2 Sampling method refers to the way that observations are
selected from a population to be in the sample for a sample survey.3 Hence, sampling is a
process used in statistical analysis in which a predetermined number of observations will be
taken from a larger population.

Companies often use different types of sampling to select groups to develop statistical
assumptions and estimate specific characteristics applicable to an entire population. Using
different sampling methods removes the necessity to involve the whole population to collect
actionable insights. Sampling is also time- and cost-efficient and forms the basis of research
designs. Based on what (Malhotra, 2010) said there two broad types of the sampling techniques:
probability sampling and nonprobability sampling, which is a sampling technique that takes into
account factors other than randomness, such as the availability, closeness to the study subject's
location, or subject matter expertise.

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When the population parameters are either unknown or impossible to individually identify, non-
probability sampling is used. Visitors to a website, for instance, that doesn't demand that users
create accounts could be included in a non-probability sample. Nonprobability sampling is used
as a technique in our research specially convenience sampling which is a non-probability
sampling technique where units are chosen for the sample based on their accessibility to the
researcher. This may be as a result of close proximity geographically, availability at a specific
moment, or willingness to take part in the study. Convenience sampling, sometimes known as
inadvertent sampling, is a non-random sampling technique which refer to the ease with which
researchers can access the subjects, such as surveying pedestrians on a busy street or customers
at a mall. This method is simple to perform and allows researchers to easily contact the subjects
of the sample to deliberately select individuals or items for the sample according to the research
goals or knowledge. Unlike probability sampling which is a form of sample selection involves
randomization instead of a deliberate choice, like simple random sampling, cluster sampling,
systematic sampling and stratified random sampling.

Snowball sampling is a non-probability sampling method which entails the recruitment of new
units by existing units to make up the sample. To conduct research on persons with
characteristics who might be challenging to find (such as those with a rare ailment), snowball
sampling can be helpful. Snowball sampling, sometimes referred to as chain sampling or
network sampling, starts with one or more study participants. Following that, it proceeds based
on recommendations from those participants. This procedure is repeated until the desired sample
is obtained or a saturation point is reached.

According to that Nonprobability convenience sampling, and snowball sampling technique are
selected to be applied on the desired 400 valid cases.

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 4.4. Data Collection

Primary and secondary data are two types of data collection methods a researcher can use to
collect information. Primary data is data that has been generated by the researcher
himself/herself, surveys, interviews, experiments, specially designed for understanding and
solving the research problem at hand. The study's literature review was conducted using
secondary data, online databases including various papers and studies conducted in the past by
other academics and researchers covering topics relating to this issue served as the secondary
data sources for this research work. Secondary data refers to the data collected by someone other
than primary source and can include any data that are examined to answer a research question
other than the question(s) for which the data were initially collected. Large institutions are able
to obtain far larger samples and often are able to ask more questions than researchers who are in
smaller settings (such as individual or small-group researchers). Over time, data sets have
become richer, as researchers refine the types of questions asked in surveys. Collecting
secondary data is necessary to be collected before acquiring primary data since it can aid in the
development of fresh concepts that can be explored through primary research. Primary Data
collection methods are different ways in which primary data can be collected, and these methods
are exampled in Interviews, Observation, focus groups, Experiments, surveys and questionnaires
in which are the methods we used in our topic. Surveys and questionnaires are two comparable
main data collection strategies. They are a collection of questions that have been prepared or
typed and distributed to the research sample to receive replies. The survey is returned to the
researcher for recording when the necessary replies have been provided. Conducting pilot
research where the questionnaires are filled out by specialists and intended to determine the
shortcomings of the utilized approaches is advised. Online and offline surveys are the two
primary categories of surveys used to gather data. Mobile phones, PCs, tablets, and other
internet-capable devices are used to conduct online surveys. They can be distributed to
respondents via websites, social media, or email. Unlike online polls, however, do not require an
internet connection for them to be carried out.

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 4.5. Questionnaire design:
Questionnaire is defined by Naresh k. Malhotra (2008) as a set of questions designed to extract
particular information from participants of the survey. Respondents should be willing to provide
information about the topic, should be designed to encourage respondents to complete it, and
designed to minimize response error; occurs when respondents are unwilling to answer or
provide you with inaccurate responses which will later result in wrong analysis. Malhotra (2006).
We obtained some information through a questionnaire consisting of twenty close-ended
statements, based on the variables such as feeling of security and its effect on purchasing
behavior, written in English and Arabic. Respondents gave their answers on a five-point Likert
scale varying from strongly agree to strongly disagree. Furthermore, there’s questions on
demographic aspects like age and income and multiple-choice questions about their preferred
online stores.

4.6. Statistical Data Analysis

4.6.1. Measurements and Descriptive statistics:
The variable measurement utilized in the research model is modified from past studies to account
for the particular features of online buying.

Continuous variables are data items that can have any value between a maximum number and a
minimum number, referred to as an interval or ration variables.
Variable measurements in this research are derived from previous studies and modified
according to suit online shopping. The variables in this paper were measured after analyzing the
survey results, using ordinal measurements as in the survey there was interval scale and likert
scale as well. The original measurements of TPB were measured by (Ajzen, 1991) TAM was
measured by (Davis, 1989), while the variable of consumer intention was measured by (Fishbein
and Ajzen 1975), Subjective norms measurements were proven by Ajzen (1991), and the
variable of trust was measured by (Carter et al, 2014). Furthermore, some of the items gathered
from earlier study are focused on physical shopping rather than online shopping. Those items
have been altered for this study in order to better fit the research topic.

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 4.6.2. Frequency distribution:
The rate of occurrence of each score is calculated using a frequency distribution.
In other words, determines the number of responses to each question (Aaker 2000:428).
We compare the frequency of selecting each option to the frequency of selecting other options,
So, the most and least often asked questions are identified and addressed. options,
Taking into consideration the demographic characteristics of the sample.

4.6.3. Data types

Variables are used in statistical data analysis. the data can be univariate or multivariate
depending on the number of variables. If the number of variables is large, there are many
multivariate could be used. But for singular number data, a univariate statistical data analysis
would be used. In statistical data analysis there are two forms of information and data,
continuous data and discrete data. Continuous data cannot be counted. While the data that could
be counted is the discrete data.

4.6.4. Structural Equation Modeling overview (SEM)

Structural equation modeling (SEM) is a technique which allows the

researcher to test multiple dependence relationships simultaneously as a dependent construct in
one relationship can act as an independent construct in a subsequent one. It provides a
comprehensive tool to test a theory by covering all possible data. It is different from other
multivariate techniques, which are limited to examining one relationship at a time. SEM
uniquely combines characteristics from both dependence techniques (multiple regression) and
interdependence techniques in one analysis (Hair et al., 2010). SEM testing includes two basic
components, the measurement model and the structural model (Gefen, Straub, and Boudreau,
2000; Hair et al., 2010):
1. A measurement model is measuring relationships between sets of measured items and their
associated latent constructs. Confirmatory factor analysis (CFA) is used to examine the

86
measurement model (Schumacker and Lomax, 2004). Moreover, CFA is a tool to measure
model’s validity based on: (1) assessing model fit, (2) providing evidence of construct validity.

2. In the structural model (path model) the concentration is on specifying structural or dependent
relationships linking any two latent constructs in the hypothesized model. SEM are used to
measure these relationships in the structural model. A structural model should be analyzed after
measuring model’s validity is established through CFA. The structural model could be done
through two steps: (1) estimating model fit, (2) examining structural parameter and estimates
each hypothesized relationship (Hair et al., 2010).

The SEM process explained above is consistent with a two-step SEM approach (Anderson and
Gerbing, 1988). In the first step, the measurement model’s fit and construct validity are
examined. When we get a valid measurement model, the researcher can continue examining the
structural model in the second step. In contrast, one step of SEM approach assigns one test of fit
and validity without differentiating between measurement and structural models.

4.6.5. Reliability and validity

Once the measurement model has been examined by CFA, then the evidence of its validity must
be evaluated and acquired. The first step to validate the model is to establish an acceptable model
fit. The second step is to conduct construct validity tests (Hair et al., 2010). The following
section evaluates the psychometric properties of each and every scale in terms of reliability and
validity. Reliability is the degree that represents a latent construct that shows internal consistency
with regard to the intercorrelation between the variables with each other. As an illustration, all
the variables in a scale are measuring the same thing (Gefen et al., 2000).
To confirm reliability is through the reliability coefficient, or Cronbach’s alpha. We should
analyze the correlation of every item and the other if they are identical. Construct reliability (CR)
is another measure of reliability and internal consistency that can be obtained through CFA. It is
often used in conjunction with SEM models (Hair et al., 2010, Coakes et al., 2008).

87
High reliability is certainly not a construct representing what it should be presenting. It is
important to examine reliability for each scale prior to examining validity. However, reliability is
not a sufficient condition to ensure validity (Hair et al., 2010).
Construct validity is the degree to which observed set of variables score differences among each
other on characteristics being measured correctly to prove the unknown construct they should be
measuring. There are different forms of validity (Schumacker and Lomax, 2004, Malhorta, 2010)

4.7. Research Summary:

The purpose of this research is to improve our understanding of the factors affecting the
consumer’s intention towards online shopping. The primary contribution of this study is to
objectively evaluate the use of the technology acceptance model (TAM) and the theory of
planned behavior TPB.

In addition to the relationships tested in the previous studies, the current study investigates the
relationships between perceived benefits of online shopping, perceived risk of online shopping,
perceived usefulness of online shopping, perceived ease of use of the online shopping, perceived
enjoyment, trust, satisfaction, and subjective norms with the intention to use the online shopping
and purchase behavior within an Egyptian context.

In consideration of the research problem, the focus of this research study was to assess the
factors that affect the consumer’s intention towards online shopping either positively or
negatively. A better understanding of the factors that affect online shopping acceptance or
rejection will provide online vendors with insights into what causes consumers to have a positive
or a negative intention and then to take the purchasing behavior (action) or not. Furthermore, the
purpose of this study was not to prove causation, but rather to examine the potential correlations
of antecedents to online purchase intentions and include the possibility that gender would have a
moderating affect and potentially a correlation with online purchase intentions.

As a result of the stated problem and purpose for the study the following research questions were
considered. RQ1: What are the factors affecting consumers’ intention toward online shopping?
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RQ2: To what extent does the perceived usefulness affect the consumer’s purchasing intention?

RQ3: How does perceived ease of use of an online shopping influence the consumers’ purchase

intention? RQ4: How does satisfaction affect consumer online purchasing intention? RQ5: How

does trust affect consumers’ purchasing intention and purchasing behavior? RQ6: What is the
relationship between subjective norm and customer intentions toward online shopping RQ7:
What are the perceived risks that limit the consumer from buying online? RQ8: What is the

relationship between purchase intention and purchasing behavior of a customer? RQ9: What are
the different theoretical models that explain the consumers’ behaviors and intentions towards
online shopping?
From these nine research questions ten hypotheses were developed. H1: Perceived ease of use
has a direct and positive effect on consumers’ intention toward online shopping. H2: Perceived
ease of use is positively related to perceived usefulness in the online shopping channel. H3:
Perceived usefulness is positively related to intention in the online shopping channel. H4:
Perceived enjoyment has a direct and positive effect on consumers’ intention to use online
shopping. H5: The perceived benefits of Internet shopping will positively affect intention to use
the Internet for product information search. H6: Perceived risk has a negative influence on
customers’ intention toward online shopping. H7: Subjective Norms have a direct and positive
effect on consumers’ intention toward online shopping. H8: Purchase intention affects
purchasing behavior. H9: There is a positive influence of trust on consumers ‘intention towards
online shopping. H10: There is a positive relationship between consumers ‘satisfaction and their
intentions to buy in the future.

The initial research for this study included a comprehensive literature review of over 35 current
studies about the subject of factors affecting consumers’ intention towards online shopping,
about TAM and TPB as well. Within chapter four, the researcher provided details of the
methodology chosen and how the study would be conducted. After careful consideration of all
research methods used for online shopping research and the stated purpose of this study the
quantitative correlational methodology was chosen as the most appropriate.

The actual survey instrument was created using items from previous investigations. The items
chosen have been statistically verified to measure the desired outcome. The researcher created
89
the survey instrument, and conducted a pilot study to ensure that the study guidelines and survey
instrument were appropriate. The study was launched once the survey questions and directions
were determined to be correctly formatted and clearly understood.

Furthermore, this study found that perceived usefulness and perceived ease of use are stronger
predictors of consumers' attitudes towards online shopping than other factors, with perceived
usefulness having a direct and significant effect on behavioral intention to use online shopping
and perceived ease of use having a significant effect on perceived usefulness and attitude. These
findings validated the current study's hypothesis about the original TAM model; nevertheless,
perceived ease of use has a greater influence on attitude than perceived usefulness. The latter
finding is inconsistent with the TAM model (Davis, 1989), which emphasises perceived
usefulness as a key determinant of users' acceptance of IT and differs from many prior studies
that studied and examined the TAM model in the context of an information system or an online
shopping context. (Chilers et al., 2001; Shih, 2004; Yu et al., 2005; Schepers and Wetzels, 2007;
Ha and Stoel, 2009; Wang, 2011; Yulihasri et al., 2011; Hsieh and Liao, 2011; Lim and Ting,
2012;).

Meanwhile, this finding is consistent with the findings of other researchers (Chen et al., 2002;
Lee, 2009; Lim, 2015), who reported that perceived ease of use is related to system design, and if
internet users perceive the online system as easy to use or friendly user, they are more likely to
have a favourable attitude towards this system. Contrary to the relationship implied in TRA
model and with others prior studies (Yu et al., 2005; Kim et al., 2009; Schepers and Wetzels,
2007; Nour and Bahmani, 2010; Mandilas, et al., 2013; Ingham et al., 2015) subjective norm was
found insignificant on consumers’ intentions to use online shopping. However, this result is
similar with the findings obtained from previous studies (Davis et al., 1989; Venkatesh and
Davis, 2000; Lee, 2009). Venkatesh and Davis (2000) asserted that subjective norm could
significantly determine intention to use in a mandatory usage context. However, its influence
would be negligible while people are using it voluntarily. On the other hand, the outcomes of this
study indicate that subjective norm is a predictor of perceived usefulness, which is similar with
the findings of TAM2 (Venkatesh and Davis, 2000) and other studies. (Taylor and Todd, 1995;

90
Featherman and Fuller, 2002; Kim et al., 2009; Abbad, 2013; Srinivasan, 2015; Kalinic and
Marinkovic, 2016).

The finding of this study also coincides with the results obtained from some information from a
previous study which indicates that trust in the web sites is an important determinant of the
purchase intention. It can be concluded that trust plays a dominant role in online shopping
context, because consumers are unlikely to shop online if they do not trust online websites.

This study has shed light on some important issues related to consumers’ intention toward online
shopping which help marketers to improve the performance of the online shopping websites.

Finally, the greater the benefits of Internet shopping perceived by consumers are, the greater is
the intention to purchase though online stores. Thus, online marketers should stress the
advantages of Internet shopping directly or indirectly within the marketing communications
process. According to the findings, the perceived ease of use, perceived usefulness, and
perceived enjoyment affected online search intention most, followed by, perceived benefits,
perceived risks, subjective norms, trust, and satisfaction. As was discussed above, this result
must be confirmed by subsequent studies using more diverse samples. However, we may argue
that online consumers highly value enjoyment and ease of use in searching information through
the Internet.

Online marketers, particularly new marketers or sellers can refer to this study and use it as
information and a guide to start their online business, as well as to enhance their market so that
they can compete with other online stores in the future. Furthermore, internet sellers and
marketers must comprehend the characteristics that the buyer desires. Online sellers must also be
informed of current events, particularly those relating to consumers' perceived usefulness, trust,
and so on. There have been a lot of studies that discussed this topic, but this research paper
shows the issue in more detail and further information.

91
 Chapter Five

References & Appendix.

92
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Purchase Intention,” Seoul Journal of Business, 10.

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Purchase Intention,” Procedia. Economics and Finance, 35, pp. 401–410.

Hana Uzun & Mersid Poturak (2014). Factors Affecting Online Shopping Behavior of

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Planned Behaviour,” Behavioural Neurology, 2021, pp. 1–15.

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of the Commitment-Trust Theory. European Journal of Marketing, 41(9/10), 1173-1202.

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Future Trends. Hershey: Information Science Reference.

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Perceived Risk and Perceived Value on Usage of Online Retailing Services. Journal of
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Pavlou, P.A. (2002), “What drives electronic commerce? A theory of planned behavior
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shopping habit and online shopping experience,” European Journal of Information

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97
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98
5.2. Appendix:

Questionnaire:

Part 1: Please specify your level of agreement with the following statements:

Statement Strongly Disagree Neither Agree Strongly

Disagree Agree nor Agree
Disagree
1. I usually purchase the
products I need through
online stores.

Online shopping is convenient

to me.

I get on time delivery by

shopping online.

I face some issues while

shopping online.

I find it easier to use online

shopping that traditional
shopping.

Online Shopping is enjoyable

to me

99
Online shopping makes me
avoid social interactions with
others.

Online shopping takes less

time to purchase

I feel safe and secure while

shopping online

While shopping online, I

prefer to purchase from a
website that provides safety
and ease of navigation and
order

It is easy to choose and make

comparison while shopping
online and choosing what i
prefer

I am satisfied with the overall

online shopping experience.

There are some areas in the

online shopping process that
need improvement.
I have some concerns when
buying products online.
It is easy to compare products
while shopping online
I can buy the products

100
 anytime 24 hours a day while
shopping online
I like to shop online from a
trustworthy website.
I get a lot of benefits from
online shopping.
For me, online shopping is
adventure.
I enjoy looking for discounts
while shopping online.

Part 2: When I purchase something online, I prefer using:

o Noon
o Amazon
o Jumia
o Yashry
o Instashop
o Others.

Part 3: Personal data:

Please specify your age group:

o 16-25
o 26-35

101
 o 35-49
o 50 or more
o Rather not to say.

Please specify your educational degree

o High school
o High school diploma/GED
o Bachelor’s degree
o Postgraduate studies.
o Associate degree

Please specify your Income level

o Below 5000 EGP

o 5000-10000 EGP
o Above 10000EGP

102
‫‪5.3. Questionnaire in Arabic:‬‬

‫الجزء ‪ :1‬يرجى تحديد مستوى اتفاقكم مع البيانات التالية‬

‫أوافق بشدة‬ ‫أوافق‬ ‫محايد‬ ‫ال أوافق‬ ‫ال أوافق بشدة‬ ‫العبارة‬
‫عادة ما أشتري المنتجات التي أحتاجها‬
‫‪.‬من خالل المتاجر عبر اإلنترنت‬

‫‪.‬التسوق عبر اإلنترنت مناسب لي‬

‫أحصل على التسليم في الوقت المحدد‬
‫‪.‬عن طريق التسوق عبر اإلنترنت‬

‫أواجه بعض المشكالت أثناء التسوق‬

‫‪.‬عبر اإلنترنت‬

‫أجد أنه من األسهل استخدام التسوق‬

‫‪.‬عبر اإلنترنت في التسوق التقليدي‬

‫التسوق عبر اإلنترنت ممتع بالنسبة‬

‫لي‬

‫يجعلني التسوق عبر اإلنترنت أتجنب‬

‫‪.‬التفاعالت االجتماعية مع اآلخرين‬

‫يستغرق التسوق عبر اإلنترنت وقًتا‬

‫أقل للشراء‬

‫أشعر باألمان واألمان أثناء التسوق‬

‫عبر اإلنترنت‬

‫أثناء التسوق عبر اإلنترنت‪ ،‬أفضل‬

‫الشراء من موقع ويب يوفر األمان‬
‫وسهولة التنقل والطلب‬

‫‪103‬‬
 ‫من السهل االختيار والمقارنة مع‬
‫المنتجات األخرى أثناء التسوق عبر‬
‫اإلنترنت‬

‫أنا راٍض عن تجربة التسوق‬

‫‪.‬االلكتروني الشاملة‬

‫هناك بعض المجاالت في عملية‬

‫التسوق عبر اإلنترنت التي تحتاج إلى‬
‫تعديل‬

‫لدي بعض المخاوف عند شراء‬

‫‪.‬المنتجات عبر اإلنترنت‬

‫من السهل مقارنة المنتجات أثناء‬

‫التسوق عبر اإلنترنت‬

‫يمكنني شراء المنتجات في أي وقت‬

‫‪ 24‬ساعة في اليوم أثناء التسوق عبر‬
‫اإلنترنت‬

‫أحب التسوق عبر اإلنترنت من موقع‬

‫‪.‬ويب جدير بالثقة‬

‫أحصل على الكثير من الفوائد من‬

‫‪.‬التسوق عبر اإلنترنت‬
‫بالنسبة لي‪ ،‬التسوق عبر اإلنترنت هو‬
‫‪.‬مغامرة‬
‫أستمتع بالبحث عن خصومات أثناء‬
‫‪.‬التسوق عبر اإلنترنت‬

‫الجزء ‪ :2‬عندما أشتري شيًئا عبر اإلنترنت أفضل استخدام‬

‫نون ‪o‬‬
‫أمازون ‪o‬‬
‫‪104‬‬
 ‫جوميا ‪o‬‬
‫يشري ‪o‬‬
‫انست اشوب ‪o‬‬
‫أخري ‪o‬‬

‫‪:‬الجزء ‪ :3‬البيانات الشخصية‬

‫‪.‬يرجى تحديد فئتك العمرية‬

‫‪o 25-16‬‬
‫‪o 35-26‬‬
‫‪o 49-36‬‬
‫او أكثر ‪o 50‬‬
‫ال افضل ان اقول ‪o‬‬

‫يرجى تحديد شهادتك التعليمية‬

‫ثانوية ‪o‬‬
‫حاصل علي الشهادة الثانوية ‪o‬‬
‫درجة بكالريوس ‪o‬‬
‫الدراسات العليا ‪o‬‬
‫درجة الزمالة ‪o‬‬

‫يرجى تحديد مستوى دخلك‬

‫أقل من ‪ 5000‬ج‪.‬م ‪o‬‬

‫ج‪.‬م ‪o 1000-5000‬‬
‫أكثر من ‪ 10000‬ج‪.‬م ‪o‬‬

‫‪105‬‬