FACTORS INFLUENCING INTENTION TO REPEAT USE OF ONLINE SHOPPING SITES AMONG FEMALE SHOPPERS IN WESTERN REGION OF SAUDI ARABIA

Abstract

The leading theory used in this study is TAM, but this study adds additional factors, such as site quality, site credibility, and customer fashion lifestyle. Furthermore, the researcher added E-WOM as a moderating. Moreover, the researcher used judgment sampling and collected data from 320 participants through a self-administrated close-ended questionnaire. The findings show that perceived ease of use, site quality, and customer fashion lifestyle have a significant positive relationship with female shoppers’ attitudes towards online shopping. In contrast, usefulness and site credibility were not significant. Additionally, female shoppers’ attitudes towards online shopping significantly positively affect the intention to repeat the use of online shopping sites. Therefore, female shoppers’ attitudes towards online shopping mediate the relationship between perceived ease of use, site quality, customer fashion lifestyle, and the intention to repeat the use of online shopping sites with significant positive effects. On the other hand, female shoppers’ attitudes towards online shopping as a mediator in the relationship between perceived usefulness, site credibility, and the intention to repeat the use of online shopping sites have no significant influence. Moreover, ease of use has a significant positive relationship with usefulness and perceived usefulness mediates the relationship between perceived ease of use and female shoppers’ attitudes towards online shopping with significant positive effects. Besides, the testing of E-WOM as a moderating variable between female shoppers’ attitudes towards online shopping and the intention to repeat the use of online shopping sites has not been statistically significant. This study significantly contributes to the theoretical improvement, which extends the existing model's knowledge and opens a new direction for future research. This result will enable future policy improvement for online shopping sites in Saudi Arabia by providing more practical knowledge of the factors influencing female shoppers’ intention to repeat the use of online shopping sites.