Mansoor Al-Alwan, Ahlia University, Kingdom of Bahrain
Abdulmonem M. Al-Shirawi, Assistant Professor, Ahlia University, Kingdom of Bahrain
Introduction: Online shopping is becoming gradually more popular globally, particularly in the developing countries given the newly established infrastructure for marketing through the Internet. The kingdom of Bahrain has a young population that is well informed of Internet and its wide range of applications. The current study aims at investigating the factors that influence customers’ intentions and attitudes towards online shopping in Bahrain.
Design/Methodology/Approach: A quantitative approach has been implemented to conduct the study using a questionnaire. Independent variables used are Perceived Ease of Use, Perceived Usefulness, Trust, Security, Website features, Culture and Attitude against one dependent factor that is Intention to online retail shopping. A total of 170 questionnaires have been distributed among five local institutes. Data analysis was done using Statistical Package for Social Science (SPSS) 18. Cronbach’s alpha test revealed that all the tested variables are reliable.
Findings: Trust and Security are significantly correlated with customers’ attitudes and that attitudes are significantly correlated to intention to online shopping.
Keywords: online shopping; customers; factors; retail; influence.
Reference to this paper should be made as follows: Al-Alwan, M. and Al-Shirawi, A. (2015) ‘An Investigation of Factors Influencing Online Shopping: An Explanatory Study in the Kingdom of Bahrain’, Int. J. Innovation and Knowledge Management in the Middle East and North Africa, Vol. 4, No. 2, pp.86-94.