Factors influencing the intention to buy from online stores: An empirical study in Jordan

Abstract

Online shopping stores are a new hype in Jordan, and consumers are still not used to buying products online without touching and testing these products, they are also not used to paying online. The intention to buy online is affected by both technology factors and socio-cultural factors specifically trust. This research has studied the factors influencing the consumers' intention to buy from online stores by extending the TAM model to include trust in Internet technology and trust in the online store and have tested the moderation effect of consumers' favorite payment methods on such factors. Results of this research have found both TAM constructs and trust constructs to be significant predictors of buying intention, and found also that favorite payment method is not a significant moderator of these relationships.

Full text

Proceedings of the 8th IEEE GCC Conference and Exhibition, Muscat, Oman, 1-4 February, 2015
978-4799-8422-0/15/$31.00©2015 IEEE
Factors Influencing the Intention to Buy From Online
Stores: An Empirical Study in Jordan
Rasha Abu-Shamaa
Management Information System Department
Yarmouk University
Irbid, Jordan
Eng.rashas@yahoo.com
Dr. Emad Abu-Shanab
Management Information System Department
Yarmouk University
Irbid, Jordan
Abstract - Online shopping stores are a new hype in Jordan, and
consumers are still not used to buying products online without
touching and testing these products, they are also not used to
paying online. The intention to buy online is affected by both
technology factors and socio-cultural factors specifically trust.
This research has studied the factors influencing the consumers'
intention to buy from online stores by extending the TAM model to
include trust in Internet technology and trust in the online store and
have tested the moderation effect of consumers' favorite payment
methods on such factors.
Results of this research have found both TAM constructs and trust
constructs to be significant predictors of buying intention, and
found also that favorite payment method is not a significant
moderator of these relationships.
Keywords - E-commerce; Online stores; Jordan; Online
Payments; TAM; Internet Trust; Online Stores Trust; Credit
cards; Cash on Delivery.
I. INTRODUCTION
Regardless of the increase in online stores targeting
Arabic consumers, the percentage of consumers shopping
online is still very small compared to the total percentage of
online population [1]. There are several issues that inhibit e-
commerce progress in Middle East and Gulf Cooperation
Council (GCC) countries, for example In Saudi Arabia these
issues involve consumers buying habits, delivery and
logistics barriers, limited online payment options, weakness
of ICT infrastructure, lack of trust on IT and Internet in
general [2].
This study proposed a model that tests the moderation of
online payments options available in online stores on an
extended TAM model in the context of Arabic consumers
who has a different mindset about paying online than
consumers in developed countries.
While many studies have considered trust as a mediator in
the relationship influencing the buying intention [3] [4] or as
a moderator of this relationship [5], it is important to
measure the nature of trust as a direct factor influencing
buying intention [6].
In this study the TAM antecedents were tested and analyzed
to determine their influence on Jordanian consumers'
intention to buy from online stores, to conclude to some
implications that can be used by online shop owners to
enhance the design and benefits of their websites to affect
the intention to buy from online stores.
Online payment methods are considered a new and
unsecured concept for Jordanian consumers; many
consumers are not familiar with credit cards or electronic
money (e-money) concepts and even if they are, they don't
have enough trust to use them for online shopping. This fact
has motivated many online shopping companies in Jordan to
offer the cash on delivery option.
The proposed model assumed that perceived ease of use,
perceived usefulness and perceived trust have a positive
influence on the intention to buy from online stores. The
integration of TAM antecedents and Trust to understand the
behavioral intentions to buy from online stores has proved to
be valid in previous studies [7].
The proposed model was validated through the development
of a survey that covers both demographic measures, and the
model independent variables measures.
This research will continue to explore the literature and
background of e-commerce and online shopping, after that
the methodology will be described in more details. Results
will be analyzed and presented followed by the implications
and conclusions of the study.
II. LITERATURE REVIEW
Studies on e-commerce and online shopping can be traced
back to late nineties of the previous century. It is noticeable
that the factors of trust and security in developed countries
were the focus of studies in the beginning of the millennium
because e-commerce was somewhat a new concept for them
[7], where it is a new concept for developing countries now
a days [3].
i. E-commerce & Online Stores
Electronic commerce "describes the process of buying,
selling, transferring, serving, or exchanging products,
services, or information via computer networks, including
the Internet" [8]. E-commerce represents a new low cost
channel for both businesses and consumers to communicate
and transform information [9], and many retail stores
introduce an online front to reach new consumers [10]. The
Internet is becoming the first destination for shoppers to
choose the right products or services to meet their needs
[11].
Online stores represent an interactive information system
between consumers and business owners with high
information transactions [12], Online stores provide
consumers with a convenient shopping experience from the
comfort of their homes enabling them to save time and
effort required to satisfy their shopping needs. It also
provides them with the ability to compare different products,
reduce time and effort searching for products and prices,
benefit from better availability across different times and
geographic location, and some consumers find online
shopping a way to save money on their purchases [5] [13]
[14] [15] [12] [10].

Proceedings of the 8th IEEE GCC Conference and Exhibition, Muscat, Oman, 1-4 February, 2015
ii. Applying TAM on Online Stores
Technology Acceptance Model (TAM) is a model proposed
by Fred Davis in his doctoral thesis in 1985, which predicts
users motivations and drivers to adopt different technologies
and systems; Davis has proposed that user motivation is
affected by three factors: perceived usefulness (PU),
perceived ease of use (PEOU), and attitude towards using
the technology [16].
Various studies have applied the Technology Acceptance
Model (TAM) into online shopping to understand the factors
influencing consumers buying intentions from online stores
[7] [5] [17] [13] [18] [19] [20] [21].
TAM has proved its validity for online services; however,
there is still a lack of understanding of the technology
adoption factors influencing the acceptance of this
technology [18]; an online store is an online system this is
why PU and PEOU are suitable to be applied on the
intention to buy online [7].
TAM has two antecedents; perceived usefulness and
perceived ease of use, both were found to be valid in the
context of online shopping [22]. Perceived usefulness was
defined by Davis (1989) as the degree to which an
individual believes that using a particular system would
enhance his or her job performance, while perceived ease of
use was defined as the degree to which an individual
believes that using a particular system would be free of
physical and mental effort.
In the context of online shopping perceived usefulness (PU)
relates to the expected benefits a consumer will gain by
shopping online, while perceived ease of use (PEOU) is the
expected usability of the online shopping experience.
Many studies have found that PU has an impact on the
intention to buy from online stores, while PEOU didn't have
a significant effect in the same context most of the times
[17] [13] [18] [19] [22].
This result is compatible with the original TAM
assumptions; which assumed that PU has a stronger
influence on the behavioral intention than the effect of
PEOU [16]. PU is a stronger predictor on the intention to
buy than trust, and it would be improved by tailoring the
shopping process to help consumers achieve the required
task [7].
iii. Trust
Trust is an important factor affecting the success or failure
of online shopping [4]. Trust is an expectation that the other
party will not behave opportunistically by taking advantage
of the situation; however, trusting an online store means
having confidence that the store will offer fair prices, insert
the right product information, reserve consumer's privacy,
and handle credit card and transaction information securely
[7] [23].
Trust is also constructed of two components, trusting beliefs
by the consumer that a specific online store is competent,
the transaction will be benevolence, and that the store has
integrity, while trusting intention is defined as the
consumers' readiness to hold the transaction with a specific
online shop [24].
Trust in technology is the belief that the available
infrastructure is sufficient enough to hold transactions
successfully, while trust in a specific online store is the
belief that the specific trustee will be beneficial to the
trustee [25]. The formation of trust in online stores assumes
that the consumer already trusts the technology level in
general, before trusting the specific level of online stores.
Once the consumer has acceptance or trust in one online
store, it will be easier for him to trust other online stores. In
other words, consumers who trusts the Internet
infrastructure and find it reliable and secure will be
motivated to further trust online stores, thus the trust is
transferred from the general to the specific [25] [26].
Trust is as significant to the intention to buy from online
stores as PU and PEOU, and in some studies has stronger
effect on the purchase intention than the TAM antecedents
[7]. This is because trust is a primary factor in developing a
relationship between merchants and consumers and it affects
the buying intention positively [24] [25] [23] [27] [26] [28],
and it allows consumers to handle transactions with the
website in ease and increases exit constraints [29].
The reputation of the vendor or the online store is also an
important factor that motivates consumers' trust towards a
specific online store [30]. It is specifically important in first
time shopping activity with the site as it can improve the
trusting beliefs of consumers and thus motivating their
buying intention [24]. Any negative reputation about an
online store may affect consumers' trust and reduce it
significantly [4].
Many studies have also considered integrating trust into
TAM to study its effect on the buying intention, for example
a study in Taiwan has integrated Trust and perceived risk
into the TAM model to investigate their influence on the
attitude and intention to purchase from a specific online
shopping website; trust in this study had three antecedents;
calculative based cognition, knowledge based familiarity,
and institution based situational normality, their study has
found that PEOU, PU, trust, and perceived risk to
significantly affect the intention to buy from online
shopping site [4].
Like any other new concept being introduced to consumers;
online shopping needs to motivate trust so that it can prosper
and grow as a business.
iv. Online payment methods
E-commerce and online stores in particular introduces a new
channel for financial transactions over the internet; and
payments have to adapt to the growing and changing nature
of the e-commerce sector [11]. Payment systems are not
simple and direct; they include different variables and
should be supported by regulations, and stakeholders [31].
However; providing consumers with safe and easy to use
payment methods will apply as an influential factor to
encourage them to shop online [10] [32]. The adoption of E-
commerce in many countries is hindered by the availability
of safe electronic payment systems, and the convenient
infrastructure, and it is driven by the country's economy,
technology, and social development [33] [11]. A payment
system needs two sides to function; the payer and the payee,
and a successful payment method is one that can bring as
much of consumers and merchants together, which should
be accepted and functional for both sides [34].

Proceedings of the 8th IEEE GCC Conference and Exhibition, Muscat, Oman, 1-4 February, 2015
Online credit cards providers are still looking for ways to
overcome challenges of possible fraud and loss of security
in online payments to make the experience similar to using
the credit card in a brick and mortar store [35].Credit cards
are accessible to Middle Eastern consumers but they still
prefer using it to withdraw money via ATM rather than
shopping [11]. While online shopping sites in the Middle
East accept credit card payments, the region is still
considered to be cash driven [11]. This is why Payment on
Delivery, an innovative payment method for online stores in
developing countries, was introduced so that the consumer
can order products online and pay the money when
receiving the order.
Pay on delivery option has given the power to consumers
and conquered many of their fears concerning trust and
perceived risk related to shopping online. Using this option,
consumers can avoid using their credit cards information
online, and they can pay after receiving the order thus
making sure they got it on time and that it meets the
perceived quality [36]. However; a drawback for the
payment on delivery is that merchants usually add an extra
fee when selecting this method, and for the merchant side it
may be perceived risky as some consumers may enter false
data for the intention of not picking their order, resulting in
a loss of costs on the merchant side.
There is no one rule that can be applied to all countries
when talking about e-payments. Each country's culture,
habits, infrastructure, and regulations guide its adoption or
use of different e-payment methods. Merchants should be
aware of this fact to tailor their offered payment methods to
the size of their targeted consumers' conventions.
v. E-commerce in Jordan
Most of studies in online shopping are held in the context of
developed countries with different cultures and
infrastructures and the findings of these studies can't be
applied or generalized in the context of developing countries
[27]; this is why it is important to consider the
characteristics and nature of Jordan in order to understand
the factors influencing Jordanian consumers into online
shopping.
The Middle East can be considered a youthful nation, with
more users tickling the Internet for new purposes daily [11].
Jordan is known as the Middle East Silicon Valley; as
regardless of its small size it has the largest number of
online startups and entrepreneurs in the region [37] [38].
In a comparison between consumers from Jordan, USA, and
India to test differences in their intentions to buy online
Jordanians were found to have the highest uncertainty
avoidance rate, the least readiness to adapt e-shopping, the
highest perceived risk, and hence the lowest intention to buy
online than other nations in the study [39].
In order to secure e-payments, Jordanian companies has to
deal with third party international secure payments
providers, because setting up a local secure payment
gateway may cost millions [40]. And although several
initiatives were taken to implement such services in Jordan
since 2002, yet none of these projects have seen the light,
however, Jordan technology infrastructure is robust and can
hold more developments if initiatives are to be presented by
the private sector [15].
Finally, Jordan is a promising country when it comes to e-
commerce although it has some limitations relevant to e-
commerce legislations, the cultural and social texture, and
the availability of payment gateways.
III. METHODOLOGY
This research proposed a conceptual model that extends
the original TAM to include trust as an antecedent of buying
intention along with perceived usefulness (PU) and
perceived ease of use (PEOU). The research will also test
the moderation effect of payment method on the proposed
extension of the TAM.
Research questions
RQ1: What are the factors that affect consumers' intention to
buy from online stores?
RQ2: How does the “payment method" option moderate the
relationship between the proposed factors and the buying
intention?
Research hypotheses
In order to answer the research questions, the following
eight hypotheses were derived from the literature:
H1: PU has a positive impact on consumers' intention to buy
from online stores.
H2: PEOU has a positive impact on consumers' intention to
buy from online stores.
H3: Trust in Internet technology has a positive impact on
consumers' intention to buy from online stores.
H4: Trust in online shopping sites has a positive impact on
consumers' intention to buy from online stores.
H5a - d: Payment methods available in the online store have
a significant moderation effect on the relationships between
intention to buy online and the following predictors: PU,
PEOU, technology trust and shopping site trust.
The payment method preference is measured through two
options only; these two options were chosen among other
payment methods because both are most common in online
shopping stores targeting Jordanians.
Research Model
Figure 1: Factors influncing intentions to buy online
A convenient sample of Jordanian participants were selected
for the purpose of this study, the sample was chosen to have

Proceedings of the 8th IEEE GCC Conference and Exhibition, Muscat, Oman, 1-4 February, 2015
individuals who has an independent income, living in
Jordan, and have moderate computer skills.
The response rate and validity of collected questionnaires
was high, where 358 questionnaires were returned of 400
disseminated forms. Data was collected both electronically
and through paper questionnaires.
IV. Data Analysis
A statistical application (SPSS 20) was used to test data.
At first, Cronbach’s alpha was used to indicate the level of
internal consistency of all instrument items and check the
reliability, where all constructs have proved to be consistent
and reliable. Descriptive statistics (such as means, standard
deviations, frequencies and percentages) were used to
summarize the factors influencing the intention to buy from
online stores. A linear multiple regression analysis was used
to examine if the claimed predictors are significantly related
to individual’s intention to buy from online stores; and to
indicate the moderation effect of payment method on other
assumed relationships. Finally, Pearson correlations were
used to investigate the relationship between each one of the
predictors and the dependent variable.
The preference regarding payment method indicates that
more participants prefer the cash on delivery method
(63.3%). This result can be explained through the fact that
it’s less risky and more convenient for consumers to pay
once they receive their order rather than paying in advance
through credit card.
Descriptive statistics conducted resulted in high means
regarding two major constructs and they are: Consumers
buying intentions (mean = 4.02), and the perceived ease of
use for online stores (mean = 4.13). The other constructs
resulted in medium means as follows: Perceived usefulness
of online stores (mean = 3.66), trust in Internet technology
(mean = 3.20), and finally trust in online shopping sites
(mean = 3.29). On the level of individual items used in the
instrument, results indicated that the lowest item mean was
for the statement "I trust online shopping sites in general"
(mean = 3.03), and the highest item mean was for "Learning
to shop online would be easy for me" (mean= 4.18).
Pearson’s correlations were used to investigate the bivariate
relationships between each one of the variables (PU, PEOU,
technology trust, online shopping trust, and the intention to
buy from online shopping sites. The results are shown in the
correlation matrix in Table 1.
Table 1: Correlations Table
Buying
Intention
PEOU
PU
Internet
Trust
Online
Stores
Trust
Buying
Intention
1
PEOU
.581**
1
PU
.544**
.490**
1
Internet
Trust
.495**
.362**
.491**
1
Online
Stores
Trust
.532**
.354**
.473**
.626**
1
** Correlation is significant at the 0.01 level (2-tailed).
To partially test the research model and answer the first
research question, linear regression test was utilized using
all variables as predictors of consumers’ intention to buy
from online shopping sites. Results indicated that PEOU,
PU, technology trust, and online shopping sites trust were all
significant factors in predicting the Intention to buy from
online shopping sites with varying significance degree. PU,
PEOU, and online shopping sites trust were significant at
the 0.001 level, while technology trust was significant at the
0.05 level. All factors are retained in the model after running
the stepwise multiple regression analysis (coefficient of
determination of the model R² = 0.501; F = 88.188; p ≤
0.001). The Intention to Buy from Online Shopping Sites
was explained by the significant independent variables with
50.1%.
The equation for this model is:
BI= 0.550 + 0.356 *PEOU + 0.198*PU + 0.121*TT +
237*ST
Where:
BI: Intention to buy from online Shopping sites
PEOU: Perceived Ease of Use, PU: Perceived Usefulness,
TT: Internet Technology Trust, ST: Online Shopping Sites
Trust.
The previous regression analysis has considered the multiple
regressions model without the moderation effect of the
payment method, to consider the moderation effect on
previous relationships further analysis should take place.
Moderator and moderated variables (PEOU, PU,
Technology Trust, and Shopping Sites Trust) values where
first standardized and then each independent variable
standardized variable where multiplied with the moderator
values to create a new moderation variables.
Multiple regression analysis were repeated considering the
new moderation variables as new independent variables in
the model, the results of these analysis indicated that the
payment method moderator is not significant in relation to
consumers buying intention from online stores, keeping.
To further explore the differences among results for the two
different payment methods an ANOVA test was conducted.
ANOVA test shows that for credit card payment options the
respective means for the model predictors and dependant
variables are higher than those for the cash on delivery
payment option. This result indicates that consumers who
are willing to pay using their credit cards has higher
intention to shop online, as well as higher understanding of
the online shopping site mechanism and possible benefits,
and more trust in both technology and online stores.
This result may relate to cultural and social concepts, where
consumers' who has an open mind for using credit cards to
shop online have a better tendency towards trusting
technology and accepting new innovative ideas, than other
consumers who insist into sticking to classical and regular
methods they are used to.
The largest difference in means is for the intention to buy
online where it ranges from (3.6) to (4.6) indicating a real
difference in intention between both groups, where users
preferring credit cards has higher intention to shop online.
The lowest differences is for PEOU with higher mean (4.4)
and lower one (3.9), this indicates that both groups do

Proceedings of the 8th IEEE GCC Conference and Exhibition, Muscat, Oman, 1-4 February, 2015
perceive online shopping sites as easy to use, but consumers
who prefers credit cards perceives them to be even easier.
V. Discussion
Considering the Jordanian nature, this research has proposed
the consumer's favorite payment method as moderator for
the relationship between previous factors and the intention
to buy from online stores. Results indicated that payment
method choice is not a significant moderator and doesn't
really affect all other relationships.
The model has proved to be robust and significant, and the
findings are compatible with previous studies in the
literature. The results show that Jordanians intention to buy
from online shopping stores is influenced by the TAM
antecedents [41] [42] [43], and by the technology and Store
trust which is compatible with the findings of previous
research [7] [41]. Such results support hypotheses H1
through H4. However, PEOU was the most influencing
factor of all other predictors (Standardized beta coefficient =
0.345), which comes in alignment with some studies [42]
but contradicts with the findings of most studies that utilized
the TAM and online shopping. The majority of previous
research concluded that PU had always has a higher
influence on the intention to use the technology than PEOU
[17] [13] [18] [22] [41], and with the assumptions of the
original TAM as well [16]. Shopping sites trust comes next
with a standardized coefficient of (0.237) which is higher
than the PU coefficient of (0.195) which also contradicts
with the findings of previous research [7], which had found
PU to have higher influence on the intention to shop online.
The lowest influencing effect is for Technology trust with
the standardized coefficient of (0.134). As for the
moderation effect of the payment method preference, results
failed to support our assumption for all assumed moderation
effects, which results in rejecting hypotheses H5a through
H5d. However, the ANOVA test has shown that the average
means for participants who has selected the credit card
method are higher than for those who had selected to buy
cash on delivery indicating that consumers who has enough
trust and capabilities to use the credit card to buy online
have higher intentions to use online stores for shopping.
Conclusions
Online shopping is a booming phenomenon in the Arab
world and it's important to understand the factors that will
contribute to its success and buy in by consumers. The
results of this study have indicated that Jordanian consumers
should be studied individually for the adoption of any new
technology rather than applying global strategies inside
Jordan. Perceived eases of use (PEOU) was the most
influencing factor on the intention to buy online indicating
the importance of usability of the applications and websites
for the Jordanian consumer. Trust in website owners comes
next, indicating that consumers evaluate online shopping
site as individual cases where they look at each online store
features and trustworthiness exclusively before thinking of
doing transactions with it. They also care more about trust in
online stores than any other added value they will perceive
by shopping online. Finally, the intention to buy from online
stores in Jordan is influenced by the PEOU, trust in online
stores, PU, and trust in the Internet technology respectively.
However, most Jordanians prefer to use cash on delivery
method for shopping online rather than credit cards although
the preferred payment method doesn't affect their influence
by the other previous factors.
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