Understanding Jordanian Consumers’ Online Purchase Intentions: Integrating Trust to the UTAUT2 Framework

This study examines the consumers’ intention to purchase products online using the extended unified theory of acceptance and use of technology (UTAUT2) as a basic model. The proposed model is integrated with perceived trust as a mediating variable to understand the influence of the core constructs of the UTAUT2 model such as performance expectancy, social influence and facilitating conditions on it. Moreover, the constructs such as effort expectancy, perceived trust and price value were hypothesized to understand their direct impact on consumers’ online purchase intention. A valid data sample of 284 respondents was gathered from the students and faculty members from six different private and public universities in Jordan. The findings indicated that all six hypotheses between seven constructs were found significant. The paper also discusses the theoretical contributions and implications of this research for practice toward the end.