Islamic Azad 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

M. Hamidpour ¹ , H. R. Saeednia ²

1 - داﻧﺸﺠﻮی ﻛﺎرﺷﻨﺎﺳﻲ ارﺷﺪ ﻣﺪﻳﺮﻳﺖ ﺑﺎزرﮔﺎﻧﻲ، داﻧﺸﮕﺎه آزاد اسلامی، واﺣﺪ ﻋﻠﻮم و ﺗﺤﻘﻴﻘﺎت، تهران، اﻳﺮان
2 - عضو هیأت علمی داﻧﺸﮕﺎه آزاد اﺳﻼﻣﻲ، واﺣﺪ تهران شمال، تهران، اﻳﺮان

Received: 2016-04-20 Accepted : 2016-04-20 Published : 2015-12-22

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

Abstract :

Purpose: The purpose of this research is studying of the Islamic Azad 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, Central Tehran Branch and South Tehran 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 have effects on attitudes towards online shopping and ease of use has effect on usefulness also variable of gender moderates the relationships between usefulness and attitudes, 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. Research limitation: Other factors might have been identified and added to the conceptual framework. The timeframe of data collection was very specific. The large sample size and its apparent representativeness encourage confident generalization of the findings. Managerial Implications: marketers now have clear evidence that perceived consumer ease of use, usefulness, enjoyment and effect of gender on it are important factors that affecting consumer attitudes, and should plan their intelligence gathering and campaign strategy accordingly.