Influences and Intention of Consumer's Online Shopping Decision

Abstract

Many researchers in Jordan tried to study customers' behavior in the domain of online shopping to understand consumers' attitudes and behaviors towards the adoption process. Still, a lot of work is to be done as customers real usage and adoption level is low which entails more research to be done to investigate the main reasons behind such behavior. In response, this article aims to shed light on consumers' attitudes towards online shopping decisions and extends the technology acceptance model ease of use, perceived usefulness) of the technology acceptance model (TAM) with four factors (trust, security, privacy, and risk). As such, 200 undergraduate and postgraduate students from Yarmouk University formulate the sample of this study. Findings indicate that the six factors are significantly impact consumers' intention to adopt online shopping. Additionally, the F-test of this study indicates that a linear relationship exists between the model's variables and consequently they can be utilized to study this process.