Antecedents of continuance intentions towards e‐shopping: the case of Saudi Arabia

Talal Al‐maghrabi (Centre for Research in Marketing (CREAM), Brunel Business School, Brunel University, London, UK)
Charles Dennis (Centre for Research in Marketing (CREAM), Brunel Business School, Brunel University, London, UK)
Sue Vaux Halliday (School of Management, University of Surrey, Guildford, UK)

Journal of Enterprise Information Management

ISSN: 1741-0398

Publication date: 4 January 2011

Abstract

Purpose

The purpose of this study is to clarify the theoretical problem and identify factors that could explain the level of continuance intentions towards e‐shopping. It aims to propose a revised technology acceptance model that integrates expectation confirmation theory to measure age differences with regard to continuance intentions towards e‐shopping in Saudi Arabia.

Design/methodology/approach

The sample (n=465) consists of 68.8 per cent women and 31.4 per cent men, 348 younger than 35 years old and 117 older than 35. A structural equation model confirms model fit. The model explains 65 per cent of the intention to continue shopping online.

Findings

Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance. The structural weights are mostly equivalent between the young and old groups, but the regression path from subjective norms to perceived usefulness is not invariant, with that relationship being stronger for the younger respondents.

Research limitations/implications

The research findings imply that usefulness and subjective norm contribute to continuance intentions to some extent, but it is enjoyment that leads to a higher level of continuance intentions. Online strategies cannot ignore either the direct or the indirect effects on continuance intentions in Saudi Arabia.

Originality/value

The paper adds to the understudied area of online shopping continuance intentions in the Arab World in general, and Saudi Arabia in particular, by examining the effects of usefulness, enjoyment, and subjective norms on continuance intentions.

Keywords

Citation

Al‐maghrabi, T., Dennis, C. and Vaux Halliday, S. (2011), "Antecedents of continuance intentions towards e‐shopping: the case of Saudi Arabia", Journal of Enterprise Information Management, Vol. 24 No. 1, pp. 85-111. https://doi.org/10.1108/17410391111097447

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.