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The purpose of this study is to propose a model of e‐shopping continuance intentions that incorporates the revised technology acceptance model and expectation confirmation theory and evaluates the expanded model in a new context: Saudi Arabia.

The 465‐respondent sample consists of internet users in Saudi Arabia. A structural equation model confirms model fit.

Perceived usefulness, enjoyment, and social pressure are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to continuous intention are not invariant between men and women. Notwithstanding that the study finds few differences between men's and women's e‐shopping behaviour, the findings for women are important because of the special role that e‐shopping can play in Muslim countries, including Saudi Arabia where there are cultural and legal restrictions on women's activities such as driving.

This research suggests that online strategies cannot ignore either the direct or indirect behaviour differences of continuance intentions.

This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65 per cent of the intention to continue shopping online. It is of value to the literature, managers and policy maker on internet shopping and continuance intentions to e‐shop.

The purpose of this study is to clarify the theoretical problem and identify factors that could explain the level of continuance intentions towards e‐shopping. It aims to propose a revised technology acceptance model that integrates expectation confirmation theory to measure age differences with regard to continuance intentions towards e‐shopping in Saudi Arabia.

The sample (n=465) consists of 68.8 per cent women and 31.4 per cent men, 348 younger than 35 years old and 117 older than 35. A structural equation model confirms model fit. The model explains 65 per cent of the intention to continue shopping online.

Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance. The structural weights are mostly equivalent between the young and old groups, but the regression path from subjective norms to perceived usefulness is not invariant, with that relationship being stronger for the younger respondents.

The research findings imply that usefulness and subjective norm contribute to continuance intentions to some extent, but it is enjoyment that leads to a higher level of continuance intentions. Online strategies cannot ignore either the direct or the indirect effects on continuance intentions in Saudi Arabia.

The paper adds to the understudied area of online shopping continuance intentions in the Arab World in general, and Saudi Arabia in particular, by examining the effects of usefulness, enjoyment, and subjective norms on continuance intentions.

The purpose of this paper is to examine consumer attitudes toward online shopping in Jordan. The paper introduces an integrated model which includes trust, perceived benefits, perceived web quality, and electronic word of mouth (eWOM) along with their relationships in order to examine their effects on consumer attitudes toward online shopping.

A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; i.e. MarkaVIP. A sample of 273 online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability. Structural path model analysis was also used to test the hypothesized relationships of the research model.

The empirical findings of this study indicate that consumer attitudes toward online shopping is determined by trust and perceived benefits. Trust is a product of perceived web quality and eWOM and that the latter is a function of perceived web quality. Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results. Further, the authors also found that higher levels of perceived web quality lead to higher levels of trust in an online shopping web site. Perceived web quality was found to be a direct predictor of trust, and the former positively and significantly influences perceived benefits. Also, the authors found that 28 percent of the variation in online shopping attitudes was caused by perceived benefits and trust.

The research sample included only early adopters who are usually described as personal innovators and risk takers. Future research is encouraged to focus on other groups such as non-adopters to understand their online shopping attitudes. Another limitation is derived from the geographical context of the current study; that is Jordan. The findings are not necessarily applicable to other Arab countries and the rest of the world. Therefore, replications of the current study in different countries would most likely strengthen and validate its findings. Also, the study is cross-sectional which does not show how attitudes of consumers may change over time. The authors encourage future studies to employ a longitudinal design to understand the changes in consumers’ attitudes toward using online shopping over time. Finally, this study examined only one case in point and thus findings cannot be generalized to other online shopping web sites. Future research is highly encouraged to examine consumers’ attitudes toward other online shopping web sites inside and outside Jordan.

The paper supports the importance of trust and perceived benefits as key drivers of attitudes toward online shopping in emerging markets like Jordan. It further underlines the importance of perceived web quality contribution to perceived benefits and trust as well as the key role of the later in forming online shoppers’ attitudes. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and acquire new customers to achieve long-term performance objectives.

This paper is one of the very few attempts that examined attitudes toward online shopping in the Arab world. Importantly, it revealed the drivers of online shoppers’ attitudes in Jordan. National and international online retailers planning to expand their operations to Jordan or to the Middle East Region have now valuable empirical evidence concerning the determinants of online shopping attitudes and online shoppers’ behavior in Jordan upon which e-marketing strategies can be formulated and implemented.

The purpose of this paper is to examine an integrated model of factors affecting attitudes toward online shopping in Jordan. The paper introduces an integrated model of the roles of perceived website reputation, relative advantage, perceived website image, and trust that affect attitudes toward online shopping.

A structured and self-administered online survey was employed targeting online shoppers of a reputable online retailer in Jordan; MarkaVIP. A sample of 273 of online shoppers was involved in the online survey. A series of exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity, and composite reliability (CR). Structural path model analysis was also used to test the proposed research model and hypotheses.

The empirical findings of this study indicate that perceived website reputation, relative advantage, perceived website image, and trust have directly and indirectly affected consumers’ attitudes toward online shopping. Online consumers’ shopping attitudes are mainly affected by perceived relative advantage and trust. Trust is a product of relative advantage and that the later is a function of perceived website reputation. Relative advantage and perceived website reputation are key predictors of perceived website image. Perceived website image was found to be a direct predictor of trust. Also, the authors found that 26 percent of variation in online shopping attitudes was directly caused by relative advantage, trust, and perceived website image.

The research examined online consumers’ attitudes toward one website only therefore the generalizability of the research finding is limited to the local Jordanian website; MarkaVIP. Future research is encouraged to conduct comparative studies between local websites and international ones, e.g., Amazon and e-bay in order to shed lights on consumers’ attitudes toward both websites. The findings are limited to online shoppers in Jordan. A fruitful area of research is to conduct a comparative analysis between online and offline attitudes toward online shopping behavior. Also, replications of the current study’s model in different countries would most likely strengthen and validate its findings. The design of the study is quantitative using an online survey to measure online consumers’ attitudes through a cross-sectional design. Future research is encouraged to use qualitative research design and methodology to provide a deeper understanding of consumers’ attitudes and behaviors toward online and offline shopping in Jordan and elsewhere.

The paper supports the importance of perceived website reputation, relative advantage, trust, and perceived web image as keys drivers of attitudes toward online shopping. It further underlines the importance of relative advantage and trust as major contributors to building positive attitudes toward online shopping. In developing countries (e.g. Jordan) where individuals are generally described as risk averse, the level of trust is critical in determining the attitude of individuals toward online shopping. Moreover and given the modest economic situation in Jordan, relative advantage is another significant factor affecting consumers’ attitudes toward online shopping. Indeed, if online shopping would not add a significant value and benefits to consumers, they would have negative attitude toward this technology. This is at the heart of marketing theory and relationship marketing practice. Further, relative advantage is a key predictor of both perceived website image and trust and the later is a major driver of attitudes toward online shopping. Online retailers’ executives and managers can benefit from such findings for future e-marketing strategies and retaining customers to achieve long-term performance objectives.

This paper is one of the early empirical endeavors that examined factors affecting attitudes toward online shopping in Jordan. This study provides evidence on the factors that determine online shoppers’ attitudes as an antecedent to consumers purchase decisions. From a theoretical perspective, this study contributes to the existing body of knowledge by revealing the sort of cause and effect relationships among relative advantage, perceived website reputation, perceived website image, in addition to trust, and their effect on consumers’ attitudes toward online shopping. Moreover, this paper is one of handful research that has distinguished between perceived website image and perceived website reputation along with their relationships and more specifically in the context of online shopping. From an international e-marketing perspective, online retailers planning to expand their operations to include Jordan or the MENA Region have now valuable empirical evidence concerning the predictors of online shopping attitudes and online shoppers’ behavior upon which e-marketing strategies are formulated and implemented.