Exploring the Influence of Perceived Risk and Internet Self-Efficacy on Consumer Online Shopping Intentions: Perspective of Technology Acceptance Model

[Abstract]The objective of this study is to investigate the influence of perceived risk and Internet self-efficacy on the consumers' intentions to use online channels for purchases in Jordan. To examine the above perception, a research model is proposed based on an extended version of the Technology Acceptance Model (TAM). A non-probability sampling technique has been used in this study to collect data by means of a self-administered questionnaire that was developed from previously validated measurements. Ten hypotheses were formulated and tested by Partial Least Squares (PLS) path modeling technique. The empirical findings reveal that perceived risk, perceived usefulness, and perceived ease-of-use have direct impact on the consumers' behavioral intention to use online channel for purchase. Furthermore, the current findings display that the Internet self-efficacy has no direct significant impact on consumers' intention to shop online in Jordan. However, the Internet self-efficacy has indirect influence on consumers' intentions toward online shopping through the intermediating factors of perceived usefulness and perceived ease-of-use. It can be concluded that perceived ease-of-use, perceived usefulness, perceived risk, and Internet self-efficacy can be considered important determinants in influencing consumers' intentions toward online shopping behavior in Jordan. Managerial implications are provided.[Keywords] online shopping; perceived risk; Internet self-efficacy; technology acceptance model; Partial Least SquaresIntroductionOnline shopping is a revolutionary change that was brought forth by the innovative Internet technology and has eclipsed traditional shopping channels. Online shopping has become more popular because consumers gain experience and comfort with shopping on the Internet. Also, the increase in online shopping activities is fueled by a steady stream of new online shoppers and new product category sales. Despite the phenomenal growth of Internet users in recent years, the consumers' acceptance of online shopping as a purchasing channel is still rather low. The online shopping is a relatively young discipline, which is attracting a lot of attention in the research territories. There have been intensive studies that tackle the online shopping domains over the last decade and most of them have attempted to clarify, identify, and understand factors contributing to online shopping adoption. Indeed, as a result of carrying out these studies, a lot has been learned about online shopping and its dynamics, irrespective to the fact that most of these studies have approached the online shopping field from varying perspectives and ways.The current study is triggered by the recognition of the fact that online shopping has established a great presence in today's economy. Also, this study recognizes that there is too much to be done for the new medium of online shopping to expand and prosper in Jordan to a level comparable to that of developed countries and some developing countries. Indeed, online shopping is still in evolutionary stage in Jordan. Definitely, it is highly probable to understand the social behavior of a target population through empirically-based studies, and accordingly develop appropriate interventions and mechanisms to modify positively such behavior towards acceptance and usage of online channels for purchase. However, there are not many research attempts that investigate the factors influencing the Jordanian consumers' behaviors towards the adoption of the online shopping medium. Therefore, the current study is intended to improve the understanding of the dynamics of online shopping domain in Jordan.Literature ReviewThere has been a highly prolific stream of theoretical research to integrate the emerging IS/GG products into businesses. The outcome of this research has resulted in establishing many adoption theories and models that can be used to examine and predict the determinant factors that are responsible for making end users psychologically and beha vi orally accept and adopt the emerging IS/GG products. …