AN INVESTIGATION OF FACTORS INFLUENCING CONSUMERS' INTENTION TO USE ONLINE SHOPPING: AN EMPIRICAL STUDY IN SOUTH OF JORDAN

This study is concerned with investigation of factors that influence consumers' intention to use Online Shopping: An empirical study in South of Jordan. To achieve this aim the researcher investigated set of factors: Technology Acceptance Model (TAM) by Davis [1] was adopted in this study, which consists of two independent variables: perceived Ease of use (PEOU), perceived usefulness (PU). Also Theory of Reason Action (TRA) by Fishbein et al. [2] was adopted by using Subjective Norms (SN). In addition a mediating variable (Attitude) and dependent variable intention also adopted from both theories (TAM &TRA). Finally, Perceived Risk (PR) and Product Involvement (PI) were examined too. A questionnaire was developed and distributed to a sample of (300) respondents to collect primary data, and based on a convenience sample the response rate was about 83%. The study conducted in the context. Furthermore, the findings were analyzed using the Statistical Package for Social Software (SPSS) and Amos program to analyze the path of the independent variables. The results indicated that product involvement have the most significant positive direct impact on consumer attitudes towards online shopping and also have significant positive indirect impact on intention through attitude. Meanwhile PEOU, PU and PR have no direct impact on consumers' attitude, but have indirect impact on intention through attitude. In other hand, the result indicated that SN has positive direct impact on consumers' intention. Finally, the result indicated that consumers attitude have direct impact on consumer intention to use online shopping. Based on the research findings and conclusions, a number of recommendations and future research suggested.