The driving factors of continuance online shopping: Gender differences in behaviour among students in Saudi Arabia

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure student gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 234-respondent sample consists of 61.5% women and 38.5% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms 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 subjective norms to enjoyment and subjective norms to continuance intention (in the men sample) and perceived usefulness to continuous intention (in the women sample) are not supported. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 71% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct or indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia