The role of E-commerce is inevitable in today’s business and the diffusion of the internet has spurred the growth of online shoppers (MENA Bytes, 2019). Oman ranks next to Saudi Arabia in online shopping, however, the e-commerce market in Oman in just 1% of its total sales. The objective of the research is to study the factors influencing online shopping intention in Oman focusing the B2C transactions. Using the literature review, four factors (web trust, perceived risk, privacy protection, and user experience) were identified as the determinants of Online shopping intention. The relationship between these four factors and online shopping were tested using the data collected from 104 respondents through a self-administrated questionnaire using an online survey. The data were analyzed using SEM approach. The study revealed that web-trust, perceived risk, privacy, and user experience determined consumers’ online shopping intention. The study outlines the significance of the determinants of consumers’ online shopping intention and the need for e-commerce players to explore these determinants to increase the consumers’ online shopping intention.
Alam, S.S., & Yasin, N.M. (2010). An Investigation into the Antecedents of Customer Satisfaction of Online Shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
Ali, J. (2014). Consumer Behavior. Retrieved from http://www.slideshare.net/JahangirAli2/consumer-behavior-35928604
Almousa, M. (2011). The Influence of Risk Perception in Online Purchasing Behavior: a Multi-Dimensional Perspective. International Journal of Arts & Sciences, 4(12), 373-82.
Bernard, E.K., & Makienko, I. (2011). The Effects of Information Privacy and Online Shopping Experience in E-Commerce. Academy of Marketing Studies Journal, 15, 97-112.
Bentler, P.M. (1990). Comparative fit indexes in structural models. Psychological bulletin, 107(12), 238.
Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154,136-136.
Dai, B., Forsythe, S., & Kwon, W.S. (2014). The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: Does Product Category Matter?. Journal of Electronic Commerce Research, 15(11), 13-24.
Santos, C. P. D., & Fernandes, D. V. D. H. (2011). Perceptions of justice after recovery efforts in internet purchasing: the impact on consumer trust and loyalty toward retailing sites and online shopping in general. BAR-Brazilian Administration Review, 8(3), 225-246.
Dyn (2015). Global Consumer Online Shopping Expectations Available at: http://pages.dyn.com/rs/dyn/images/Dyn%202015%20Report-Global%20Consumer%20Online%20Shopping%20Expectations.pdf [Accessed 6 Feb 2019].
Forte, D., (2015). Why Customers Prefer Online Shopping. Available at: http://multichannelmerchant.com/infographics/why-customers-prefer-online-shopping-06012015/ [Accessed 6 Feb 2019].
Habib, M. M., Pathik, B. B., & Maryam, H. (2014). Research methodology-contemporary practices: guidelines for academic researchers. Cambridge Scholars Publishing.
Hsu, C. L., Chuan-Chuan Lin, J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88.
Hsu, M. H., Chuang, L. W., & Hsu, C. S. (2014). Understanding online shopping intention: the roles of four types of trust and their antecedents. Internet Research, 24(3), 332-352.
Mubarak Alharbi, I., Zyngier, S., & Hodkinson, C. (2013). Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce. Journal of Enterprise Information ManageFdaiment, 26(6), 702-718.
Mubarak Alharbi, I., Zyngier, S., & Hodkinson, C. (2013). Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce. Journal of Enterprise Information Management, 26(6), 702-718.
Internet Live Stats (2016). Retrieved from http://www.internetlivestats.com/internet-users/oman/
Jawa, H. A., & Chaichi, K. (2015). Factors Influencing Consumer Behavior Towards Online Shopping in Saudi Arabia. International Journal of Multicultural and Multireligious Understanding, 2(4), 1-10.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
Kim, S. H., & Byramjee, F. (2014). Effects Of Risks On Online Consumers' Purchasing Behavior: Are They Risk-Averse Or Risk-Taking?. Journal of Applied Business Research, 30(1), 161.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
Kim, H., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390.
Knemeyer,
Alam, S.S., & Yasin, N.M. (2010). An Investigation into the Antecedents of Customer Satisfaction of Online Shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
Ali, J. (2014). Consumer Behavior. Retrieved from http://www.slideshare.net/JahangirAli2/consumer-behavior-35928604
Almousa, M. (2011). The Influence of Risk Perception in Online Purchasing Behavior: a Multi-Dimensional Perspective. International Journal of Arts & Sciences, 4(12), 373-82.
Bernard, E.K., & Makienko, I. (2011). The Effects of Information Privacy and Online Shopping Experience in E-Commerce. Academy of Marketing Studies Journal, 15, 97-112.
Bentler, P.M. (1990). Comparative fit indexes in structural models. Psychological bulletin, 107(12), 238.
Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Sage focus editions, 154,136-136.
Dai, B., Forsythe, S., & Kwon, W.S. (2014). The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: Does Product Category Matter?. Journal of Electronic Commerce Research, 15(11), 13-24.
Santos, C. P. D., & Fernandes, D. V. D. H. (2011). Perceptions of justice after recovery efforts in internet purchasing: the impact on consumer trust and loyalty toward retailing sites and online shopping in general. BAR-Brazilian Administration Review, 8(3), 225-246.
Dyn (2015). Global Consumer Online Shopping Expectations Available at: http://pages.dyn.com/rs/dyn/images/Dyn%202015%20Report-Global%20Consumer%20Online%20Shopping%20Expectations.pdf [Accessed 6 Feb 2019].
Forte, D., (2015). Why Customers Prefer Online Shopping. Available at: http://multichannelmerchant.com/infographics/why-customers-prefer-online-shopping-06012015/ [Accessed 6 Feb 2019].
Habib, M. M., Pathik, B. B., & Maryam, H. (2014). Research methodology-contemporary practices: guidelines for academic researchers. Cambridge Scholars Publishing.
Hsu, C. L., Chuan-Chuan Lin, J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88.
Hsu, M. H., Chuang, L. W., & Hsu, C. S. (2014). Understanding online shopping intention: the roles of four types of trust and their antecedents. Internet Research, 24(3), 332-352.
Mubarak Alharbi, I., Zyngier, S., & Hodkinson, C. (2013). Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce. Journal of Enterprise Information ManageFdaiment, 26(6), 702-718.
Mubarak Alharbi, I., Zyngier, S., & Hodkinson, C. (2013). Privacy by design and customers’ perceived privacy and security concerns in the success of e-commerce. Journal of Enterprise Information Management, 26(6), 702-718.
Internet Live Stats (2016). Retrieved from http://www.internetlivestats.com/internet-users/oman/
Jawa, H. A., & Chaichi, K. (2015). Factors Influencing Consumer Behavior Towards Online Shopping in Saudi Arabia. International Journal of Multicultural and Multireligious Understanding, 2(4), 1-10.
Jöreskog, K. G., & Sörbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software International.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
Kim, S. H., & Byramjee, F. (2014). Effects Of Risks On Online Consumers' Purchasing Behavior: Are They Risk-Averse Or Risk-Taking?. Journal of Applied Business Research, 30(1), 161.
Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33-56.
Kim, H., & Song, J. (2010). The quality of word-of-mouth in the online shopping mall. Journal of Research in Interactive Marketing, 4(4), 376-390.
Knemeyer,
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