An Empirical Investigation to Validate the Technology Acceptance Model (TAM) in Explaining Intentions to Shop Online in Saudi Arabia Using SEM

This study uses structural equation modeling (SEM) to investigate how theoretically applicable the technology acceptance model (TAM) is in an online shopping context in Riyadh, Saudi Arabia. Three hundred and twenty-two subjects participated in a structured questionnaire survey that was created using existing scales from prior TAM instruments, which were modified when appropriate. Our findings showed that our model is able to create an understanding that is better than the original online shopping intention model. Our results also showed that direct paths from perceived usefulness (PU) and perceived ease of use (PEOU) to online shopping intentions would help to improve the model’s predictive power and would improve fit more than the original TAM model would. The model explains 81 percent of Saudi consumers’ intentions to continue shopping online and can be generalized across Riyadh.

[1]  Thurasamy Ramayah,et al.  User Acceptance of the E-Government Services in Malaysia: Structural Equation Modelling Approach , 2010, Interdisciplinary Journal of Information, Knowledge, and Management.

[2]  Martin Wetzels,et al.  A meta-analysis of the technology acceptance model: Investigating subjective norm and moderation effects , 2007, Inf. Manag..

[3]  Echo Huang,et al.  Use and gratification in e-consumers , 2008, Internet Res..

[4]  N. Melone.  A theoretical assessment of the user-satisfaction construct in information systems research , 1990 .

[5]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[6]  J. Nunnally.  Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[7]  Daniel Robey,et al.  User Attitudes and Management Information System Use , 1979 .

[8]  Erik M. van Raaij,et al.  The acceptance and use of a virtual learning environment in China , 2008, Comput. Educ..

[9]  Ik-Whan G. Kwon,et al.  Globalization and reluctant buyers , 2002 .

[10]  Charles Dennis,et al.  The driving factors of continuance online shopping: gender differences in behaviour among students - the case of Saudi Arabia , 2012, Int. J. Bus. Inf. Syst..

[11]  Weng Marc Lim,et al.  E-shopping: an Analysis of the Technology Acceptance Model , 2012 .

[12]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[13]  R. Sitgreaves.  Psychometric theory (2nd ed.). , 1979 .

[14]  Aminul Islam,et al.  Factors that Influence Customers’ Buying Intention on Shopping Online , 2011 .

[15]  Ron Henderson,et al.  Perceived usefulness, ease of use and electronic supermarket use , 2003, Int. J. Hum. Comput. Stud..

[16]  Reza Barkhi,et al.  A Model of the Determinants of Purchasing from Virtual Stores , 2008, J. Organ. Comput. Electron. Commer..

[17]  Jerome Yen,et al.  Adoption of On-line Trading in the Hong Kong Financial Market , 2001, J. Electron. Commer. Res..

[18]  Richard P. Bagozzi,et al.  Consumer recycling goals and their effect on decisions to recycle: A means-end chain analysis , 1994 .

[19]  Maarten Gelderman,et al.  The relation between user satisfaction, usage of information systems and performance , 1998, Inf. Manag..

[20]  Suhartono,et al.  Restructuring and Expanding Technology Acceptance Model Structural Equation Model and Bayesian Approach , 2012 .

[21]  J. Hair.  Multivariate data analysis , 1972 .

[22]  Fred D. Davis.  User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts , 1993, Int. J. Man Mach. Stud..

[23]  En Mao,et al.  AN INVESTIGATION OF IT USAGE OVER TIME , 2002 .

[24]  Detmar W. Straub,et al.  Gender Differences in the Perception and Use of E-Mail: An Extension to the Technology Acceptance Model , 1997, MIS Q..

[25]  Mark Srite,et al.  A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S. and Turkey , 2005 .

[26]  M. Aboelmaged,et al.  Mobile Banking Adoption: An Examination of Technology Acceptance Model and Theory of Planned Behavior , 2013 .

[27]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[28]  Peter Roberts,et al.  Information technology acceptance in a sample of government employees: a test of the technology acceptance model , 2000, Interact. Comput..

[29]  Detmar W. Straub,et al.  Validation Guidelines for IS Positivist Research , 2004, Commun. Assoc. Inf. Syst..

[30]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[31]  Richard P. Bagozzi,et al.  ACR Fellow Speech , 1994 .

[32]  Zarehan Selamat.  Technology Acceptance in Malaysian Banking Industry , 2010 .

[33]  Thompson S. H. Teo,et al.  Intrinsic and extrinsic motivation in Internet usage , 1999 .