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Determinants of Online Purchase Intention of Apparel Products in Lebanon

Determinants of Online Purchase Intention of Apparel Products in Lebanon
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Author(s): Rania B. Mostafa (Faculty of Commerce, Damanhour University, Egypt & College of Business, Al Ain University, UAE) and Hassan Naim Hannouf (Beirut Arab University, Lebanon)
Copyright: 2022
Volume: 12
Issue: 1
Pages: 18
Source title: International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.288422

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Abstract

This study investigates factors (perceived usefulness, perceived ease of use, privacy concerns, trust, innovativeness, and perceived benefits) affecting Lebanese consumers’ attitude toward online purchasing and their intention to purchase online. Data collected from 416 online shoppers were analyzed using regression analysis. All the factors affect attitude towards online purchasing except trust and privacy concerns which were not supported. In addition, results show that attitude toward online purchasing affect online purchase intention. This study is the first to empirically examine factors influencing online purchase intention towards apparel products in Lebanon. The study provides insight from an overlooked emerging country, Lebanon.

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