What drives consumers' continuance intention to e‐shopping?

Talal Al‐Maghrabi (International Training and Development Academy (ITDA), Hillingdon, London, UK)
Charles Dennis (Lincoln Business School, University of Lincoln, Lincoln, UK)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Publication date: 8 November 2011



The purpose of this study is to propose a model of e‐shopping continuance intentions that incorporates the revised technology acceptance model and expectation confirmation theory and evaluates the expanded model in a new context: Saudi Arabia.


The 465‐respondent sample consists of internet users in Saudi Arabia. A structural equation model confirms model fit.


Perceived usefulness, enjoyment, and social pressure are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to continuous intention are not invariant between men and women. Notwithstanding that the study finds few differences between men's and women's e‐shopping behaviour, the findings for women are important because of the special role that e‐shopping can play in Muslim countries, including Saudi Arabia where there are cultural and legal restrictions on women's activities such as driving.

Research limitations/implications

This research suggests that online strategies cannot ignore either the direct or indirect behaviour differences of continuance intentions.


This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65 per cent of the intention to continue shopping online. It is of value to the literature, managers and policy maker on internet shopping and continuance intentions to e‐shop.



Al‐Maghrabi, T. and Dennis, C. (2011), "What drives consumers' continuance intention to e‐shopping?", International Journal of Retail & Distribution Management, Vol. 39 No. 12, pp. 899-926. https://doi.org/10.1108/09590551111183308

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