Using an Extended Technology Acceptance Model to Explore Factors Affecting Online Shopping Intention in Developing Countries: A field Study of Kuwait PDF

Keywords

IT diffusion and adoption, Electronic commerce, Questionnaire surveys, Case studies.

Abstract

This paper applies an extended Technology Acceptance Model (TAM) to assess the Behavioral Intention (BI) of Kuwaiti consumers to shop online. Reliability analysis was performed to validate the research model and to analyze the research data. Regression analysis was also used to assess the direct effect of variables such as Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) on (BI). Results showed that (PEOU) has a positive direct effect on Kuwaiti consumer’s (PU) of online shopping, and (PEOU) and (PU) significantly predicted the (BI) of Kuwaiti consumers to shop online. Other factors that were significant determinants of (BI) included Customer Satisfaction (CS), Perceived Online Risk (POR), and age.