An Empirical Study on Predicting User Acceptance of Online Apparel Shopping in Iran

Nariman Pahlavanyali and Seyyed Mohammad Hossein Momeni
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Nariman Pahlavanyali: Lula University of Technology, Tehran, Iran
Seyyed Mohammad Hossein Momeni: Lula University of Technology, Tehran, Iran

International Journal of Online Marketing (IJOM), 2016, vol. 6, issue 1, 34-53

Abstract: E-commerce is an emerging market and a developing research field in Iran. The main factors influencing the Iranian consumer's intention towards shopping apparels online are of utmost importance, which the authors are aimed to study. The framework developed for accomplishing this task is created combining constructs of Trust and Perceived Risk with the Technology Acceptance Model which tries to demonstrate the relationship between those two constructs and the subcomponents of TAM including Attitude, Perceived Usefulness, and Perceived Ease of Use and the strengths of these relationships. The findings of this study illustrate the importance of Trust which is proved to have significant direct relationship with Intention and Perceived Risk which has both direct and indirect relationships with Intention. The impact of Perceived Risk is even more critical once the cultural dimension of the country put into account. It is concluded that minimizing the risk of online shopping along with maximizing the trust in this purchasing method plays a main role in adoption of online shopping.

Date: 2016
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