Assessing Kuwaitis’ Intention to Shop Online Using TAM

Abstract

This study employs the basic technology acceptance model (TAM) to predict Kuwaitis’ behavioral intention (BI) to shop online. The impacts of perceived ease of use (PEOU) and perceived usefulness (PU) on Kuwaitis’ BI to shop online are investigated. To validate the research model, data has been collected from 608 Kuwaitis who are using the Internet using the questionnaire. Cronbach's alpha is employed to check reliability of the items used in the study. Factor analysis is used for data reduction. Multiple regression is used to determine direct effect of the independent variables (PU, PEOU) on dependant variable (BI). The results showed that PU and PEOU are significant predictors of Kuwaitis’ behavioral intention to shop online. In addition, PEOU have a positive direct effect on PU. Discussion of practical implications of the results was included.

KEYWORDS:

• behavioral intention
• BI (behavioral intention)
• Kuwait
• online shopping
• PEOU (perceived ease of use)
• perceived ease of use
• perceived usefulness
• PU (perceived usefulness)
• TAM

Notes

UCB: Unstandardized Coefficients B; SCB: Standardized Coefficients Beta.

**p < 0.001.