The Driving Factors of Continuance Online Shopping: Gender Differences in Behaviour ­ the Case of Saudi Arabia Motivation for the Study

This study proposes a revised technology acceptance model that integrates expectation confirmation theory to measure gender differences with regard to continuance online shopping intentions in Saudi Arabia. The 465-respondent sample consists of 68.8% women and 31.4% men. A structural equation model confirms model fit. Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance in Saudi Arabia. Both male and female groups are equivalent. The structural weights are also largely equivalent, but the regression paths from perceived usefulness to subjective norms and to continuous intention are not invariant between men and women. The model was operationally generalized across the whole of Saudi Arabia. This research moves beyond online shopping intentions and includes factors affecting online shopping continuance. The research model explains 65% of the intention to continue shopping online. This research suggests that online strategies cannot ignore either the direct and indirect gender differences on continuance intentions in Saudi Arabia. The model can be generalized across Saudi Arabia.