Factors Influencing Online Shopping Intention: A study among online shoppers in Oman

Abstract

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.