Determinants of online shopping intention among Jordanian's academicians

This study examined the factors influencing the online shopping intention of academicians in Jordan. This study examined the effect of website quality, website credibility, security protection, and after-sales service on online shopping intention in the Jordanian consumers market. It has also examined the moderating effect of perceived trust and e-WOM in this relationship. The study used a survey method and questionnaires distributed to a sample of 700 academic staff from four public universities in Jordan. The data were analyzed using a structural equation model. The study found a positive and significant relationship between website credibility, website quality, and security protection and online shopping intention, while after- sales service did not show any effect. Perceived trust also appeared as a moderator in the relationship between website credibility, after-sales service, and online shopping intention. While e-WOM was found to moderate the relationship between website quality, after-sales service, and online shopping intention. The findings of this study, like earlier research findings revealed the importance of perceived trust and e-WOM in influencing shopping intentions of customers. This study showed that understanding those influential factors and effectively managing them would improve business performance in the marketplace. Furthermore, the present study sheds light on the importance of perceived trust and e-WOM as moderators.