Factors influencing the adoption of online shopping in Lebanon: an empirical integration of unified theory of acceptance and use of technology2 and DeLone-McLean model of IS success

This paper aims to investigate the silent factors that may influence or hinder the adoption of online shopping in Lebanon. A conceptual framework was proposed based on the integration of unified theory of acceptance and use of technology2 (UTAUT2) and DeLone-McLean model of IS success. Data were collected from 342 Lebanese online shopping users using a cross-sectional survey. The measurement and structural model were estimated and tested using structural equation modelling (AMOS 22.0). The results revealed that performance expectancy (PE), product guarantee (PG), service quality (SerQ), price value (PV), trust (TR), system quality (SymQ) and information quality (IQ); were found to be significant predictors in influencing users' behavioural intention (BI) to adopt online shopping, and explained 72.7% of its variance, with PE was found the strongest antecedent of BI. However, the relationship between effort expectancy (EE), social influence (SI), hedonic motivation (HM) and BI was insignificant. This is one of the few studies that integrate the unified theory of acceptance and use of technology2 (UTAUT2) and DeLone-McLean model of IS success to study the adoption of online shopping, and the first to be tested in Lebanon. In light of these findings, implications for both theory and practice are discussed.