Abstract: Technology is developing at a very fast rate, sometimes faster than what customers can accept and adopt. With the fast development of technology, online shopping is also growing. Despite the growing number of online users, e-commerce advance is slow in Jordan. However, online shopping is a comparatively new type of retail shopping. Now adopted worldwide including Jordan's. Based on the Technology Acceptance Model (TAM), and Theory of planned behaviour, was applied as a theoretical framework in this study. The objective of this study is to examine factors affecting online purchasing intention by examining four of its factors: attitude, trust, perceived usefulness, and perceived ease of use. To do so, this study used a quantitative method using a survey to carry out study. Data I’ll be collected from 524 students in the 34 -questions, face-to-face intercept survey, from Universities in Jordan and will analyse by using multiple regressions. As a result, all hypotheses were supported. This study makes recommendations to marketers based on the study findings.
Keywords: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Attitude, Trust, Online Purchase Intention.
Title: FACTORS INFLUENCING THE ONLINE PURCHASE INTENTION PROCESS AMONG UNIVERSITY STUDENTS IN JORDAN
Author: SANA AL-MAZIED
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Research Publish Journals
