Factors Influencing Online Shopping Behavior Among Jordanian Academicians

Although online shopping had been widely adopted in developed countries, there was still low percentage of online shopping in developing countries like Jordan. The aims of this quantitative research were to empirically determine the significant predictors of online shopping behaviors (actual, intention and trust), examine the mediating effect of trust and intention on the relationship between predictors and actual online shopping behavior, and investigate the applicability of Theory of Planned Behavior (TPB) in explaining online shopping behavior in Jordan. A survey was conducted among 317 academic staff in ten universities located in three areas (North, Middle and South) in Jordan. Data were analyzed using Structural Equation Modeling (SEM). Out of 15 hypotheses of online shopping behaviors, nine had significant direct effects (intention, trust and subjective norm to actual behavior; trust, uncertainty avoidance, subjective norm and perceived behavior control to intention; uncertainty avoidance and subjective norm to trust). The study also found that intention was a fill mediator of the relationship between uncertainty avoidance and perceived behavioral control with actual online shopping behavior. It was found to be a partial mediator of the relationship between trust and subjective norm with actual online shopping behavior. Trust was also found as a fill mediator of the relationship between uncertainty avoidance and attitude with actual online shopping behavior. Finally, trust and intention filly mediated the relationship of uncertainty avoidance and attitude with actual online shopping behavior. The present study also highlighted implications of the study, future research work as well as its study limitations