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Understanding Egyptian Consumers' Intentions in Online Shopping

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  • Reham I. Elseidi

    (Ain Shams University, Faculty of Commerce, Business Department, Cairo, Egypt, & Badr University in Cairo, Cairo, Egypt)

Abstract

The purpose of this article is to investigate the factors that impact on Egyptian consumers' attitudes and intentions to use online shopping by integrating the technology acceptance models of Davis, and Fishbein and Ajzen's theory of reasoned action. In addition, other variables will be added such as trust and perceived enjoyment for its theoretical framework. A total 306 current internet users in Egypt provided usable responses. Structural equation modelling was employed to test the proposed model and research hypotheses. The findings showed that perceived usefulness, perceived ease of use, trust and perceived enjoyment were the significant predictors of attitude toward online shopping; whereas, attitude, perceived usefulness and perceived enjoyment were the most important factors affect the behavioural intention toward online shopping. The article provides some useful suggestions for the practitioners within the online shopping field.

Suggested Citation

  • Reham I. Elseidi, 2018. "Understanding Egyptian Consumers' Intentions in Online Shopping," International Journal of Online Marketing (IJOM), IGI Global, vol. 8(3), pages 1-18, July.
    • Handle: RePEc:igg:jom000:v:8:y:2018:i:3:p:1-18
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2018070101
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    Cited by:

    1. Farid Huseynov & Sevgi Özkan Yıldırım, 2019. "Online Consumer Typologies and Their Shopping Behaviors in B2C E-Commerce Platforms," SAGE Open, , vol. 9(2), pages 21582440198, May.

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