Author(s): Roham Yegnegi, Esra Sipahi, Mui Yee Cheok, Jakub Kubiczek, Hassan Muqarab
This study aims to provide an integrated model for user acceptance in online shopping system. The study used a mixed-method approach, employing both qualitative and quantitative methods. A qualitative method was applied to verify factors of user acceptance that were derived from the literature review, and to identify the relationships between the derived factors. A priori model of user acceptance in user acceptance in online shopping system is then proposed. A quantitative method was employed to validate the (a-priori) model. Questionnaires were distributed to experts who have more than 5 years' experience in online shopping system in Malaysia. Findings showed that seven factors including perceived usefulness, perceived ease of use, perceived risk, e-WOM, Level of satisfaction and cultural and regional beliefs are significant. These six factors can facilitate in the understanding on how to implement user acceptance in online shopping system effectively. Moreover, in quantitative part, a sample with 400 shoppers from four shopping complexes in Kuala Lumpur called Tesco, AEON, Giant and Cold storage were randomly selected and were examined the relationship among the variables. The findings show there significant relationships among the variables and therefore we can conclude that the factors including perceived usefulness, perceived ease of use, perceived risk, e-WOM, Level of satisfaction and cultural and regional have significant effect on behavioural intention to use online shopping.