Influence of Mall Shopping Culture on Online Shopping Preferences: An Emerging Economy Perspective using the Technology Acceptance Model
Keywords:Technology Acceptance Model, Online Shopping, Mall Culture, UAE, COVID-19
Growth of e-commerce activities are keeping up pace with the rapid progress in the development and availability of internet. However, the availability of internet technology and its penetration does not automatically imply consumer preference of online shopping. This study aims to examine the factors influencing the decisions of consumers for engaging in online shopping in the context of UAE, and inquires whether the prevalence of mall culture has an impact on the online shopping adoption by consumers. The Technology Acceptance Model (Davis 1989) was used to assess consumer perceptions and intentions towards online shopping. Data was collected through online surveys using convenience sampling method. From the analysis of sample data, there is sufficient evidence to conclude that online shopping is still not very popular in the UAE as residents prefer to do shopping in malls. The findings of the study are relevant to the e-commerce retail entities operating in countries where the mall culture is an important influence in the retail scenario, as this will help them in formulating their strategy to accommodate the shopping preferences of both online and in-store customers. The impact of the COVID-19 pandemic is also considered on the objectives and findings of the study.
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