University of Hertfordshire

  • Talal Al-maghrabi
  • Charles Dennis
  • Sue Halliday
  • Abeer BinAli
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Original languageEnglish
Pages (from-to)42-66
Number of pages25
JournalInternational Journal of Business Science and Applied Management
Publication statusPublished - 2011


The purpose of this study is to clarify theory and identify factors that could explain the level of continuance intention of e-shopping. A revised technology acceptance model integrates expectation confirmation theory and investigates effects of age differences. An online survey of internet shoppers in Saudi Arabia. Structural equation modelling and invariance analysis confirm model fit. The findings confirm that perceived usefulness, enjoyment and social pressure are determinants of e-shopping continuance. The structural weights are mostly
equivalent between young and old but the regression path from perceived usefulness to social pressure is stronger for younger respondents. This research moves beyond e-shopping intentions to factors affecting eshopping continuance, explaining 55% of intention to continue shopping online. Online strategies cannot ignore direct and indirect effects on continuance intentions. The findings contribute to literature on internet shopping and continuance intentions in the context of Saudi Arabia.


Original article can be found at: Published under the CC-BY license, Creative Commons license. [Full text of this article is not available in the UHRA]

ID: 431516