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Title:	Cultural technology acceptance model to enhance consumers’ intention to use Arabic e-commerce websites: a case study in Jordan
Authors:	Omar (Mohammad Ali) Al-Qudah (P53582)
Supervisor:	Kamsuriah Ahmad, Prof. Madya Dr.
Keywords:	Online shopping Arabic e-commerce Consumers intention Technology Acceptance Model Dissertations, Academic -- Malaysia
Issue Date:	15-Feb-2016
Description:	Online shopping is one of the e-commerce domains that has been experiencing its golden years and becoming one of the potential contributors in e-commerce. Many countries reported their success in e-commerce and declared that it contributed to the economic growth. In Jordan, the use of e-commerce is still considered to be in early stages although there have been a lot of initiatives done by business owners, companies, and government to improve its usage. There are many factors that influence the use of e-commerce website. Risk and trust are among the main influencing factors. Cultural values are found to be the moderators of the relationship between trust and risk factor on intention to use the e-commerce website. Cultural values have been considered as variables to determine the user’s behavior and expectation in intention to use and factors driving adoption of e-commerce. Although studies about Technology Acceptance Model (TAM) are extensive, the immersion of cultural values to the TAM model is considered insufficient. Therefore, this study aims to propose the Cultural Technology Acceptance Model using TAM to enhance consumers’ intention to use Arabic e-commerce websites. The theory of TAM and Hofstede’s cultural dimensions are reviewed to support the development of the cultural technology acceptance model. This study has four objectives. The first objective is to examine the cultural values factor and the relationship between trust and risk on the users’ intention to use Arabic e-commerce websites; the second objective is to propose a cultural technology acceptance model to enhance consumer’s intention to use Arabic e-commerce websites; the third is to propose a prototype design based on the proposed model; and the fourth objective is to evaluate the user acceptance of the proposed prototype. In order to achieve the objectives of the study, the Arabic language variable is hypothesized as a predictor of intention to use; perceived risk and trust are hypothesized as mediating variables; and culture is hypothesized as moderating variables. All predictors are also hypothesized on the actual Arabic e-commerce website usage. Quantitative approach is used as the methodology of this study which involved 364 respondents in the survey of the hypothesized model. This study employed the moderated mediated regressions which use path analysis of structural equation modeling to develop and verify the hypothesized model. The findings of this study showed there is a positive significant interaction among variables in the structural model. Arabic language has a direct positive significant influence to the perceived risk and trust of the users. Perceived risk and trust are confirmed as mediating variables on the relationship between Arabic language and intention to use. Trust factor is slightly higher than risk factor on the intention to use. The usage of Arabic websites, and masculinity and uncertainty avoidance dimensions has a high influence on the intention to use. An expert in the area of Arabic e-commerce is appointed to verify the proposed model. A prototype based on the validated model is developed. The empirical model of website usage and prototype are established as a proof of concept for the proposed model. The contribution of this study includes providing a guideline to improve the enterprise. The proposed model can also be as a guidance of practical model of Arabic website usage which will give picture to the stakeholders on their business activities.,Certification of Master's/Doctoral Thesis" is not available
Pages:	295
Publisher:	UKM, Bangi
Appears in Collections:	Faculty of Information Science and Technology / Fakulti Teknologi dan Sains Maklumat

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