Author : Mohsen malekalketab khiabani
Keyword : Consumers’ intention to use online shopping, technology beliefs, technology attitudes, trusting attitudes, tehran, iran, structural equation modeling
Subject : Business
Article Type : Original article (research)
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Abstract : Iranian Consumers’ intention to use online shopping is increasing and its trend is positive despite of US economic and financial sanctions (Khiabani et al. 2016). The primary purpose of this article is to determine the impact of technology beliefs on consumers’ intention to use online shopping through mediating roles of technology attitudes and trusting attitudes in Tehran (capital city of Iran). Research model consists of four latent variables which are technology beliefs, technology attitudes, trusting attitudes, and consumers’ intention. In order to achieve research objectives, author took quantitative method including distribution of 169 questionnaires among consumers who had experience to purchase through online in Tehran, Iran; all of which were returned. Data analysis is using a sound methodology which is structural equation modeling (SEM) via analysis of moment structure (AMOS). Firstly, reliability tests and factor analysis with principal extraction method (PCA) in IBMSPSS were conducted in order to ensure internal consistency, normality of the collected data, adequacy of sample size, and suitability of correlation matrix and anti-image matrices for factoring. Secondly, confirmatory factor analysis (CFA) was run in AMOS with two-step strategy in order to achieve adequate overall model fit to collected data and hypotheses testing. Results revealed that technology attitudes and trusting attitudes mediate the relationship between technology beliefs and Iranian consumers’ intention to use online shopping with significant standardized regression weights equal with .697. Online vendors in Iran especially Tehran can benefit from findings of this research. Hopefully, this research will be useful for scholars and academicians who are concerned about this research era.
Article by : Mohsen Malekalketab Khiabani
Article add date : 2020-08-29
How to cite : Mohsen malekalketab khiabani. (2020-August-29). Identifying the impact of technology beliefs on iranian consumers’ intention to use online shopping through mediating roles of technology attitudes and trusting attitudes: structural equation modeling approach. retrieved from https://www.openacessjournal.com/abstract/95