Abstract

While there is a large body of research that studied trust in e-commerce, this study investigates causes and consequences of customer trust in online payment system within an Arab culture. The paper develops a theoretical model that exhibits the impact of five exogenous variables namely (internet experience, personal innovativeness, familiarity, propensity to trust, and presence of third party seal) on intention to use online payment via the mediation of three endogenous variables (perceived enjoyment, perceived risk and perceived trust). Data was collected via on online questionnaire (150) and paper-based questionnaire (200), and the analysis provides validation of the proposed model. Findings shed light on the role of customer trust and perceived enjoyment to mediate the effect of external variables (personal innovativeness, familiarity, propensity to trust, and presence of third party seal). This could assist in enhancing online payment websites acceptance by potential consumers in Arab countries.

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