ELECTRONIC WORD OF MOUTH, ONLINE ADVERTISEMENT VALUE AND ATTITUDE TOWARD EGYPTIAN WEBSITES AS ANTECEDENTS OF ONLINE PURCHASE INTENTION: AN EXTENDED TECHNOLOGY ACCEPTANCE MODEL
DOI:
https://doi.org/10.7903/ijecs.2010Keywords:
Online Consumer Behavior, Electronic Word of Mouth, Online Advertisement Value, Egyptian Internet Users, Technology Acceptance Model, Market Segmentation, Two-step Cluster AnalysisAbstract
The understanding of the antecedent of online purchase intentions is imperative for the growth of electronic commerce. This paper extended the technology acceptance model by three factors electronic word of mouth, online advertisement value, and attitude toward Egyptian websites, and empirically examined the proposed model among Egyptian Internet users. Furthermore, based on online purchase intention, market segmentation was conducted. A structured online questionnaire was used to collect 479 responses. Explanatory factor analysis and cluster analysis were performed using SPSS software; the structural equation modeling and hypotheses testing were examined using Amos IBM. The paper contributed by identifying the main factors shaping internet users’ intention toward online shopping in Egypt. Results revealed that perceived enjoyment had the most influence, followed by electronic word of mouth, followed by perceived risk. Besides, perceived enjoyment partially mediated the relationships between each of online advertisement value, the information usefulness and behavioral intention. Also, there was a significant negative relationship between the attitude towards Egyptian websites and the perceived risk. Three groups resulted from cluster analysis. The findings of this study provide important information to marketers about the behavioral characteristics of each consumer segment.
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