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The paper supports the importance of trust and perceived benefits as key drivers of attitudes toward online shopping in emerging markets like Jordan.
Previous research has shown consumers to be highly sceptical towards genetic modification in food production.
So far, however, little research has tried to explain how consumers form attitudes and make decisions with regard to genetically modified foods.
Trust is a product of perceived web quality and e WOM and that the latter is a function of perceived web quality.
Hence, trust and perceived benefits are key predictors of consumer attitudes toward online shopping, according to the results.
Also, the authors found that 28 percent of the variation in online shopping attitudes was caused by perceived benefits and trust.
The research sample included only early adopters who are usually described as personal innovators and risk takers.
Further, the authors also found that higher levels of perceived web quality lead to higher levels of trust in an online shopping web site.
Perceived web quality was found to be a direct predictor of trust, and the former positively and significantly influences perceived benefits.
The findings are not necessarily applicable to other Arab countries and the rest of the world.
Therefore, replications of the current study in different countries would most likely strengthen and validate its findings.