Abstract

The aim of this study is to examine the digitalization factors affecting Ecommerce in the fashion retail industry and propose an expanded model for a behavioral intention to use the e-commerce shopping channel that incorporates the Theory of Reasoned Action(TRA) and its extensions of Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). A data of 872 respondents was collected, who were fashion retail customers in Gulf Cooperation Council Countries of United Arab Emirates (UAE), The Kingdom of Saudi Arabia (KSA), Oman, Kuwait, Bahrain and Qatar. Structural Equation Modeling using AMOS and Sequential Mediation Analysis using Process Macro were used to validate the proposed conceptual framework. Furthermore, a comprehensive demographic analysis was conducted using ANOVA at the respondent’s country level. Findings include age and university education of the consumer did moderate the relationship between the study constructs, whereas gender, income level and work location did not moderate. Trust and perceived utility of e-commerce channels acts as sequential mediators between perceived ease of use, subjective norms and behavioral intention to use respectively. Future studies will need the behavior models to be extended to incorporate the fundamental changes in consumer behavior to the pandemic. This research builds on the existing studies on online shopping intentions by including a comprehensive model incorporating all the constructs affecting online shopping continuance. It is one of the few comprehensive studies in the GCC region which is the stronghold of Brick & Mortar (B&M) shopping

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