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http://dx.doi.org/10.13106/jafeb.2021.vol8.no8.0205

The Influence of Digital Literacy and Demographic Characteristics on Online Shopping Intention: An Empirical Study in Palestine  

NAZZAL, Ayman (Department of Management, Faculty of Economics and Business, University of Brawijaya)
THOYIB, Armanu (Department of Management, Faculty of Economics and Business, University of Brawijaya)
ZAIN, Djumilah (Department of Management, Faculty of Economics and Business, University of Brawijaya)
HUSSEIN, Ananda Sabil (Department of Management, Faculty of Economics & Business, University of Brawijaya)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.8, 2021 , pp. 205-215 More about this Journal
Abstract
The purpose of the study is to investigate the effect of digital literacy, perceived usefulness, and perceived ease of use on Internet users' online purchase intention in Palestine, as well to examine the moderating effect of Internet users' socioeconomic characteristics - age and gender on the relationships between digital literacy and online purchase intention. An extended technology acceptance model (TAM) by including digital literacy was applied in this research. The study applied a quantitative method, where 400 respondents participated in a questionnaire. The collected data was tested against the research framework using the partial least squares (SEM-PLS) method. The findings indicate that digital literacy has a significant effect on perceived usefulness, perceived ease of use, and online purchase intention; there is a significant effect of perceived usefulness on online purchase intention, but not perceived ease of use. On the other hand, socioeconomic variables demonstrate that neither age nor gender moderates the relationship between digital literacy and online purchase intention; in short, age and gender do not condition the intention of the Internet user.
Keywords
Digital Literacy; Perceived Usefulness; Perceived Ease of Use; Online Purchase Intention; Palestine;
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