An extension of UTAUT model for Palestine e-commerce

Abstract

This study investigates the extension of the unified theory of acceptance and use of technology (UTAUT) model to online shopping. The results show that performance expectancy has a significant positive impact on the intention to shop online. A significant positive impact of effort expectancy on the intention to shop online has also been observed. Social influence has a significant positive impact on the intention to shop online. However, facilitating condition has no significant influence on the intention to shop online. The results also show that the attitude towards online shopping is salient in determining the intention to shop online. Trust has a significant positive impact on the attitude towards online shopping. Perceived competence, perceived security control, perceived privacy control, shared values and communication have a significant positive impact on the trust. Yet, perceived integrity has no significant positive impact on the trust. Furthermore, opportunistic behaviour has a significant negative impact on the trust.