Customer attitudes towards online shopping: A systematic review of the influencing factors

Abstract

The primary goal of this study is to investigate the major elements that impact customer attitudes regarding internet purchasing in Jordan. This study employed a qualitative systematic literature review methodology, with 100 existing peer-reviewed articles completed in Jordan chosen for evaluation based on an inclusion/exclusion criterion. The findings of this study were collected utilizing a thematic method, which involved extracting previous researchers' findings from the literature, categorizing similar themes and findings, and drawing conclusions. According to the findings of this survey, the most important elements impacting customer attitudes about online buying in Jordan are trust, cultural hurdles such as uncertainty avoidance and a lack of understanding, security, perceived ease-of-use, and perceived utility. It was also discovered that Hofstede's cultural dimensions’ theory and the technology acceptance model (TAM) can help online businesses identify what factors drive online shopping adoption in Jordan. This study discovered, through a review of available literature, that the online shopping sector in Jordan is currently undeveloped, necessitating more effective growth techniques. Finally, the outcomes of this study provide online merchants with insight into what has to be prioritized in order to entice Jordanian customers to make online purchases. From the findings of this investigation, three areas of inquiry were uncovered for further study. Findings from this study also include suggestions for online retailers and policymakers looking to boost Jordanians' comfort level with making purchases over the Internet. The findings of this study will be invaluable to international online retailers that are considering entering the Jordanian market. They will reveal not only the most important aspects affecting consumers' perceptions of online shopping in Jordan, but also the level of maturity of this sector.