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        Determinants of customer continuance intention of online shopping : The case of Saudi Arabia

        Author
        Al-maghrabi, Talal
        Dennis, Charles
        Halliday, Sue
        BinAli, Abeer
        Attention
        2299/6813
        Abstract
        The purpose of this study is to clarify theory and identify factors that could explain the level of continuance intention of e-shopping. A revised technology acceptance model integrates expectation confirmation theory and investigates effects of age differences. An online survey of internet shoppers in Saudi Arabia. Structural equation modelling and invariance analysis confirm model fit. The findings confirm that perceived usefulness, enjoyment and social pressure are determinants of e-shopping continuance. The structural weights are mostly equivalent between young and old but the regression path from perceived usefulness to social pressure is stronger for younger respondents. This research moves beyond e-shopping intentions to factors affecting eshopping continuance, explaining 55% of intention to continue shopping online. Online strategies cannot ignore direct and indirect effects on continuance intentions. The findings contribute to literature on internet shopping and continuance intentions in the context of Saudi Arabia.
        Publication date
        2011
        Published in
        International Journal of Business Science and Applied Management
        Other links
        http://hdl.handle.net/2299/6813
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