FACTORS INFLUENCING ACCEPTANCE OF ONLINE SHOPPING IN TANZANIA USING UTAUT2

Gilbert Gutabaga Hungilo, Suyo To () and Djoko Budiyanto Setyohadi
Additional contact information
Gilbert Gutabaga Hungilo: Master of Informatics Engineering, Atma Jaya University Yogyakarta, Yogyakarta, Indonesia
Suyo To: Master of Informatics Engineering, Atma Jaya University Yogyakarta, Yogyakarta, Indonesia
Djoko Budiyanto Setyohadi: Master of Informatics Engineering, Atma Jaya University Yogyakarta, Yogyakarta, Indonesia

Journal of Internet Banking and Commerce, 2020, vol. 25, issue 01, 01-23

Abstract: This study aims at exploring factors influencing Tanzanians to purchase goods and services online. The motivation was gained from the fact that, recently there is increase in internet penetration and smartphone use in the world that has changed consumer behaviour from using physical store to online store. The study adopted the extended unified theory of acceptance and use of technology (UTAUT2) model and modified it by adding personal innovativeness, perceived risk and trust. A total number of 364 Tanzanians participated in the survey and out of these, only 346 were used for analysis. The analysis of proposed model was conducted using Partial Least Squares Structural Equations Modeling (PLS-SEM) method. Findings portray that effort expectancy, price value and trust significantly influences behavioural intention to purchase online. The study shows the adoption of online shopping in poor and developing country context. This study provides online shopping venders and E-commerce mobile application/ website designers’ strategic inputs on how to enhance consumers’ retention via localization of E-commerce mobile applications/websites.

Keywords: UTAUT2; Online Shopping; E-commerce; Trust; Personal Innovativeness; Behaviour Intention (search for similar items in EconPapers)
JEL-codes: A11 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.icommercecentral.com/open-access/facto ... utaut2.php?aid=87829 Full text (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:joibac:0001

Access Statistics for this article

Journal of Internet Banking and Commerce is currently edited by Vijaya Lakshmi, Nahum Goldmann and Dale Pinto

More articles in Journal of Internet Banking and Commerce
Bibliographic data for series maintained by Dale Pinto ().