Factors Influencing the Adoption of Internet Apparel Shopping

123 Pages·2015·2.72 MB·English

MASTER'S THESIS
Factors Influencing the Adoption of
Internet Apparel Shopping
Mohammad Hossein Momeni
Nariman Pahlavanyali
2015
Master (120 credits)
Business Administration
Luleå University of Technology
Department of Business Administration, Technology and Social Sciences
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Abstract
This thesis attempts to analyze the factors that affect the behavioral intention
towards purchasing apparels through the Internet. A combination of Technology
Acceptance Model and Theory of Planned Behavior along with constructs of Trust
and Perceived Risk was chosen as the basis of framework for this study to explain
how online consumers behave while purchasing garments online and to illustrate the
strength of the relationship between consumers intention and constructs of attitude,
Perceived Usefulness, Perceived Ease of Use, Subjective Norms, Perceived
Behavioral Control, Perceived Risk, and Trust. A pilot study along with several
interviews was conducted to create a basis for the final questionnaire, which led to the
data gathered from 347 people of Iranian society. The measures and hypotheses were
analyzed using Multiple Regression analysis. Results demonstrated crucial effect of
variables such as social factors, Perceived Behavioral Control, Attitude, Perceived
Risk, and Trust on people’s behavioral intention towards shopping garments online.
Furthermore, the implications of the findings for theory and practice are discussed and
relevant conclusions have been mentioned.

Key words: E-commerce, Adoption of Information Technology, Online Shopping,
Technology Acceptance Model, Theory of Planned Behavior, Trust, Perceived Risk,
Online Fashion Industry

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Acknowledgments

We would like to express our deepest gratitude to our supervisor, prof.
Maria Ek Styvén, for her excellent guidance, caring, patience, and providing us with
an excellent feedback for doing research.

We would also like to give special thanks to our family for supporting us
spiritually throughout life.

January 2015

Nariman Pahlavanyali
Mohammad Hossein Momeni
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Table of Contents
"! #$%&'()*%+'$!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!-!
1.1! Background of the Study!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!-!
1.1.1! Electronic Commerce!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#!
1.1.3! Online Shopping!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$!
1.1.4! Background to the Internet in Iran!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%!
1.1.5! Problem Discussion!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&'!
1.2! Problem Identification!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"-!
1.3! Research Approach!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!".!
1.4! Research Question!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!".!
1.5! Objective of the Study!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!".!
1.6! Practical and Theoretical Value of the Research!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!".!
1.7! Overview!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"/!
1.9! Structure of the Study!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"0!
-! 1+%2&3%)&2!425+26!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"7!
2.1! Theoretical Framework!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"7!
2.1.1! Adoption Theories!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&(!
2.1.2! Comparison of Theories!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#)!
2.1.3! The Role of Trust in E-commerce Adoption!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#*!
2.1.4! The Role of Risk in Acceptance!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)'!
2.2! Pilot Study!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!./!
2.3! Description of Research Model!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!.0!
2.3.1! Attitude!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)*!
2.3.2! Perceived Usefulness!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)$!
2.3.3! Perceived Ease of Use!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)%!
2.3.4! Subjective Norms!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)(!
2.3.5! Perceived Behavioural Control!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)(!
2.3.6! Trust!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)+!
2.3.8! Perceived Risk!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!,&!
2.4! Research Model!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!/"!
.! 42823&*9!:2%9'(';'<=!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!//!
3.1! Introduction!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!//!
3.2! Research Purpose!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!//!
3.3! Research Approach!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!/0!
3.3.1! Quantitative and Qualitative Research Approach!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""!,$!
3.3.2! Inductive versus Deductive Research Approach!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!,%!
3.4! Research Strategy!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!/7!
3.5! Target Population!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!/>!
3.6! Sample Selection!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!0?!
3.6.1! Study Context!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!*'!
3.6.2! Sampling Process!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!*&!
3.7! Questionnaire Development!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!0/!
3.8! Data Collection!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!00!
3.9! Data Validity and Reliability!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!0@!
3.9.1! Factor Analysis!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!*%!
3.9.3! Cronbach’s Alpha!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$#!
/! A3%3!B$3;=8+8!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!C7!
4.1! Demographic and Descriptive Statistics!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!C7!
4.1.2! Descriptive Statistics!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%'!
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4.2! Data Normality Test!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!@-!
4.3! Hypothesis Test!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!@.!
4.3.1! Behavioural Intention!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%,!
4.3.2! Attitude!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%$!
4.3.3! Perceived Usefulness!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%(!
4.3.4! Trust!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!('!
4.3.5! Subjective Norm!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(&!
4.3.6! Perceived Behavioural Control!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(#!
0! D'$*;)8+'$!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!7C!
5.1! Discussion and Findings!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!7C!
5.2! Implication of the Research!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!77!
5.3! Contribution to Online Shopping Behaviour Research Field!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!>"!
5.4! Limitations of the Study!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!>"!
5.5! Further Research Opportunities!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!>"!
C! 42E2&2$*28!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!>-!
@! BFF2$(+G!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!""?!
7.1! Appendix A!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!""?!
7.2! Questionnaire!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"""!
7.3! Farsi version of the questionnaire!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!"".!
7.4! Pilot study questionnaire!,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,!""0!

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List of Tables
Table 1.3.1 Quantitative vs. Qualitative research!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#$!
Table 3.2 Relevant Situations for Different Research Strategies!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#%!
Table 3.3 Sampling Terminology!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&'!
Table 3.4 Research variables and measurements!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&#!
Table 3.5 Likert Scale!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&&!
Table 3.6 Factors and their related questions!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&&!
Table 3.7 KMO and Bartlett's Test!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&(!
Table 3.8 Communalities!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&%!
Table 3.9 Total Variance Explained!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)*!
Table 3.10 Rotated Component !"#$%&!!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)+!
Table 3.11 Construct’s’ Cronbach's Alpha!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)'!
Table 3.12 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!),!
Table 3.13 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!),!
Table 3.14 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!),!
Table 3.15 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!),!
Table 3.16 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)#!
Table 3.17 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)#!
Table 3.18 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)#!
Table 3.19 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)#!
Table 3.20 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)#!
Table 3.21 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)&!
Table 3.22 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)&!
Table 3.23 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)&!
Table 3.24 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)&!
Table 3.25 Item-Total Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)&!
Table 3.26 Reliability Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!))!
Table 3.27 Item-Total Statisics!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!))!
Table 4.1 Demographic Statistics!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!)(!
Table 4.2 Descriptive Statistics!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$*!
Table 4.3 Item’s Frequency!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$+!
Table 4.4 Skewness and Kurtosis!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$'!
Table 4.5 Model !"##$%&'!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$#!
Table 4.6!!"#$!%!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$#!
Table 4.7 !"#$$%&%#'()*!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$&!
-./01!#"(!Model !"##$%&'!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$$!
-./01!#"%!!!"#$!%!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$$!
-./01!#"+*!!"#$$%&%#'()*!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$$!
-./01!#"++!Model !"##$%&'!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$(!
-./01!#"+'!!!"#$!%!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$(!
-./01!#"+,!!"#$$%&%#'()*!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!$%!
-./01!#"+#!Model !"##$%&'!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(*!
-./01!#"+&!!!"#$!%!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(*!
-./01!#"+)!!"#$$%&%#'()*!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(*!
-./01!#"+$!Model !"##$%&'!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(+!
-./01!#"+(!!!"#$!%!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(+!
-./01!#"+%!!"#$$%&%#'()*!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(+!
-./01!#"'*!Model !"##$%&'!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!('!
-./01!#"'+!!!"#$!%!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!('!
-./01!#"''!!"#$$%&%#'()*!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!('!
Table 4.23 Hypotheses remarks!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(,!

v
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List of figures

Figure 1.1 Global Internet users, (ITU, 2014)!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#!
Figure 1.2 Proportion of population using the Internet (ITU, 2012)!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#!
Figure1.3: Middle East Internet Users (Internet World Stats, 2013)!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(!
Figure 1.4: Middle East Internet Users, (Internet World Stats, 2013)!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!%!
Figure1.5: Iran Internet Users Growth from 2000 to 2011 (World Bank, 2012)!""""""""""""""""""""""""""""""""""""""""""""""!%!
Figure 1.6 Research Structure!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!+)!
Figure 2.1 Theory of Reasoned Action (Davis et al., 1989)!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!+%!
Figure 2.2 Theory of Planned Behaviour (Ajzen, 1991)!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!'*!
Figure 2.3 Technology Acceptance Model (Davis et al. 1989)!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!''!
Figure 2.4 TAM and Perceived Risk (Lu et al. 2005)!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!,#!
234561!'"&!7181.69:!;<=10!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#'!
234561!+","+!>1=59?3<@!A!B@=59?3<@!C-6<9:3DE!'**)F!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!#(!
Figure 3.2 Research sample selection!""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!&,!
234561!#"+!71850?!<G!?18?3@4!?:1!:HI<?:1838!"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""!(#!
vi
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CHAPTER ONE
INTRODUCTION AND RESEARCH
QUESTION

In the first chapter, an introduction and a background
of the research will be presented. Consequently, the
research problem will be discussed in order to develop

and highlight the research questions. Finally, a specific
structure of the study will be reported.
1
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1 Introduction
1.1 Background of the Study
1.1.1 Electronic Commerce

Nowadays, the idea of living in a world without e-commerce is unimaginable
for many people, even though the concept has been part of peoples’ lives for only a
few decades, and its significant impact on everyday life is undeniable. As Vladimir
Zwass, the editor-in-chief of the International Journal of Electronic Commerce says
‘Electronic commerce is sharing business information, maintaining business
relationships and conducting business transactions by means of telecommunications
networks’ (Zwass 1996, p. 3).

Since it first came into existence, electronic commerce has caused
fundamental change to the lives of people on a global scale. Through the techno-
economic paradigm shift caused by the Internet, many traditional assumptions
regarding business conduct have been re-evaluated (Garrett, 1999). A variety of
reasons exist as to why using e-commerce is so popular both in governmental (public)
and private sectors of business, such as the use of computer technology to improve
business processes, customer transactions, and exchanges of information within one
enterprise, and across multiple enterprises (Kalakota, 2003). For the first time in
2012, e-commerce experienced over $1 trillion sales with a growth of 21.1%
(eMarketer, 2013).

The transaction part is definitely the most important part of the whole e-
commerce process, which not only affects the transactions between different parties,
but which also leaves an impact on the structures of the market. While traditional
market ties are based on the exchange of money, goods, and services, e-commerce
brings in the element of information. Electronic money, information goods, and
information services are now the foundation of online market ties. Additionally, in e-
commerce, customers make their payments and transfer their funds electronically.
Therefore, it is vital to reduce the cost of this transaction as much as possible
(Kalakota, 2003).

2
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As a fact, electronic commerce has provided a new environment for both
buyers and sellers. This new environment have defined them such a slighter meaning
of distance and time, greater value of information, more power on buyers’ side, and
the elimination of traditional intermediaries. Thanks to the borderless Internet,
boundaries of markets are no longer a problem for both buyers and sellers (Yan,
1999).

However the reality is far more elaborate and complex. Unfortunately, there
are some disadvantages in the global e-business economy for both sellers and buyers.
It is difficult and quite expensive for businesses to keep up with rapidly changing
technologies. On the other hand, in order to exploit the global marketplace, businesses
have to deal with diverse language and cultural issues, make transactions in different
currencies, and stay strong in different political environments (Yan, 1999). Precisely
as it’s done in the physical world, it is vital to consider factors affecting the purchase
decision in cyberspace to determine how consumers behave in online markets.

Despite numerous books and articles written about online consumer behavior
and online marketing, information about the differences between web and traditional
purchase behavior is very limited. Additionally, while plenty of marketing literatures
are indicating the impact of environmental factors on physical stores, a few studies
examined the same impact on consumer behavior during an online shopping
experience (Vinitzky & Mazursky, 2011).

According to the statistics provided by Internet Society (2014), the number of
people using Internet increases everyday. The number of Internet users has risen
steadily as shown in Figure 1.1, reflecting the compelling draw and uptake of the
growing and more diverse Internet services. It is expected that the Internet users will
reach to 3 billion users in early 2015, based on a recent International
Telecommunication Union (ITU) forecast.

3
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