University students’ attitudes toward online shopping in Tehran based on developing the Technology Acceptance Model and determining the effect of gender on it

Subject Areas : Jounal of Marketing Management

mahsa hamidpour ¹ , حمیدرضا سعیدنیا ²

1 - دانشجو/علوم تحقیقات تهران
2 - عضو هیئت علمی/دانشگاه آزاد اسلامی واحد تهران شمال

Received: 2014-09-11 Accepted : 2015-12-02 Published : 2018-10-23

Keywords: attitude toward online shopping, technology acceptance model, gender in online shopping, online shopping, enjoyment,

Abstract :

Purpose: The purpose of this research is studying of the university students’ attitudes toward online shopping in Tehran based on developing technology acceptance model and determining the effect of gender on it. Methodology: We choose 385 people from Tehran Islamic Azad universities such as Science and Research branch, Tehran Central branch and Tehran South branch, as statistical population with Simple randomized method. Data gathering was via a questionnaire that its validity was confirmed and its durability was checked by Cornbrash’s Alpha. This study from purpose is applied and from aspect of information is a survey research. The test of hypothesis is done with the SPSS software. Findings: Results shows that usefulness, ease of use and enjoyment has effect on attitudes towards online shopping and variable of gender moderates the relationships between usefulness and attitudes also ease of use and attitudes toward online shopping. The moderating effect of gender on relationships between enjoyment and attitudes toward online shopping has been not supported