Evaluating the online shopping behavior among Egyptian college-educated community

Purpose - In a dynamic environment, understanding the consumer’s behavior in an online market is critical for the development of online retailers’ strategies. In Egypt, although the number of internet users is growing rapidly, online shopping is at an early stage of development. In addition, there is a lack of knowledge about the behavior of Egyptians toward online shopping and the factors that influence their behavior. Design/methodology/approach - To demonstrate the applicability of the technology acceptance model (TAM), this research applies an extended TAM to analyze the factors that impact the Egyptian consumers’ online shopping behavior. Structural equation modeling is used for fitting the data and testing the hypothesis. Findings - Findings revealed that perceived enjoyment, perceived ease of use, social norm and perceived risk have significant influences on the respondents to shop online; while the site language effect was insignificant. Research limitations/implications - This study has mainly four limitations. The first concerning the sample, it should cover diversified areas other than Cairo and should include respondents from different education levels. Future studies may consider using a national sample of current and potential online shoppers to be able to generalize the results. Second, the questionnaire should include questions about the levels of education and the level of income to analyze if they influence actual online shopping. Third, although the benefits of using online surveys such as reducing the costs and time and collecting data more accurately compared to paper-pencil surveys, the low response rate may lead to non-response bias. Finally, constructs such as website content, design, and response could be added to the TAM to examine different aspects of website functionalities on the actual shopping. Originality/value - Considering that online shopping is still at the early stage of development in Egypt, there is a need to examine the factors that influence the behavior of Egyptian consumers while adopting online shopping. To fill in this gap, this study is analyzing the factors impacting the consumers’ decisions to shop online by examining a sample of students from the Faculty of Economics and Political Science, Cairo University. This study will contribute to providing an empirical application of the TAM on the Egyptian consumers in addition to, enhancing the knowledge of electronic retailers about the factors that drive consumers toward shopping online.