Abstract
Although there have been unprecedented advances in technology worldwide, it is challenging for businesses and marketers to develop novel strategies of attracting consumers because the latter’s online shopping intentions have not changed according to the technological advances. Given these considerations, the present paper investigated how online shopping intention was influenced by website design and online reviews, how the relationship between website design and online shopping intention was moderated by online reviews, and how the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. To that end, the paper drew on the theoretical framework of the Unified Theory of Acceptance and Use of Technology. A sample of consumers from Jordan was used for data collection, with Smart Partial Least Squares being employed for the analysis of the 225 responses received. Based on the findings, online shopping intention was favorably influenced by website design and by online reviews, while the relationship between website design and online shopping intention was moderated by online reviews. Likewise, the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion. Digital marketing agencies can use such findings to develop a marketing strategy targeting young adult consumers in Jordan.
Highlights
Through the introduction of the novel trend of e-commerce, otherwise known as social commerce or social shopping, Internet technology and social media have altered the way consumers behave in terms of their shopping habits
The present paper investigated how online shopping intention was influenced by website design and online reviews, how the relationship between website design and online shopping intention was moderated by online reviews, and how the relationship between online reviews and online shopping intention was moderated by digital coupon sales promotion
Online shopping intention (OSI) comprised three items based on the uni-dimensionality model proposed by Al-Gasawneh et al (2020); digital coupon sales promotion (DCSP) comprised four items based on the uni-dimensionality model proposed by Suryaningsih et al (2019); website design (WD) comprised three dimensions, namely, information design (ID) with two items, visual design (VD) with two items, and navigation design with three items, and was based on the multi-dimensionality model proposed by Ganguly et al (2010); online reviews (OR) comprised four dimensions, namely, source credibility (SC) with four items, review quality (RQ) with six items, review quantity (RQI) with four items, and review valence (RV) with four items, and was based on the multidimensionality model proposed by Sutanto and Aprianingsih (2016)
Summary
Through the introduction of the novel trend of e-commerce, otherwise known as social commerce or social shopping, Internet technology and social media have altered the way consumers behave in terms of their shopping habits. The influence of social media on consumer shopping behaviour is reflected through the consolidation promoted by e-commerce on social media platforms to stimulate shopping via chat rooms, online communities, systems of recommendation, and social networks (Al-Gasawneh & Al-Adamat, 2020; Zhang et al, 2018; Hansen, Saridakis & Benson, 2018). Through these means, consumers are encouraged to talk about and rate products and services, produce reviews, take part in forums, and share their use experiences (Hsu, Yu & Chang, 2017). A large number of businesses participate in online shopping, which is a specific form of e-commerce whereby the Internet is used to facilitate the sale of products or services (Al-Shukri, 2019)
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