An Analysis of the Factors Influencing the Adoption of Online Shopping

Abstract

This article aims to identify the main influencing factors that may influence the adoption of online shopping in the UK by integrating Unified Theory of Acceptance and Use of Technology2 (UTAUT2) and DeLone-McLean model of IS Success with trust (TR), product variety (PRDV) and product guarantee. Data was collected from 388 British online shopping consumers using a structured self-administrated questionnaire. Structural equation modeling (SEM) showed that behavioural intention (BI) was influenced by performance expectancy (PE), convenience (CON), service quality (SerQ), trust (TR), product guarantee (PG), product guarantee (PRDV) and compatibility (COMP), in their order of influencing strength and all together accounted for 70.4% of the variance in BI. Contrary to the authors' expectations, effort expectancy (EE) and social influence (SI) did not have an influence on BI. The implications of this article to both theory and practice is discussed at the end.