Impact of Perceived usefulness, Perceived ease of use and Perceived Enjoyment on Intention to shop online
نویسندگان
چکیده
This paper explores the relationship between the three beliefs about online shopping ie. perceived usefulness, perceived ease of use and perceived enjoyment and intention to shop online. A sample of 150 respondents was selected using a purposive sampling method whereby the respondents have to be Internet users to be included in the survey. A structured, self-administered questionnaire was used to elicit responses from these respondents. The findings indicate that perceived ease of use (β = 0.70, p<0.01) and perceived enjoyment (β = 0.32, p<0.05) were positively related to intention to shop online whereas perceived usefulness was not significantly related to intention to shop online. Furthermore, perceived ease of use (β = 0.78, p<0.01) was found to be a significant predictor of perceived usefulness. This goes to show that ease of use and enjoyment are the 2 main drivers of intention to shop online. Implications of the findings for developers are discussed further.
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