The effect of digital literacy and website quality on purchase intention in internet shopping through mediating variable: The case of internet users in Palestine
Open accessAbstract
Although the Internet using rate is increased exponentially, many Palestinians are still hesitant to adopt online shopping. Given the significant advantages of online shopping for both Internet users and e-retailers, it is necessary for them to know the key determinants and barriers influencing the adoption of the Internet in shopping. This study provides valuable insight into individuals' intentions towards online shopping. Specifically, it investigates the influence of website quality and digital literacy on individuals' intention towards online shopping based on the Palestinian perspective. The theory of stimulus organism response and social cognitive theory were employed to explain individuals` intention to shop online. The current research conducts structural equation modelling (SEM) to analyze data and employed a quantitative method. The sample size chosen was a representation of Internet users from different backgrounds. The individual respondents were used, and 387 respondents participated in a survey through a questionnaire to collect data. The findings of the empirical analysis confirm that website quality, digital literacy, and trust contribute to positively influencing individuals' intentions towards online shopping. The results also reveal that website quality and digital literacy enhance individuals` trust in the e-commerce context. The mediating effect of trust between website quality, digital literacy and online purchase intention is identified.
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Nazzal et al. confirmed that digital literacy is a strong predictor of user trust in the e-commerce context.
“Similarly, a study by Nazzal et al. [60] confirmed that digital literacy is a strong predictor of user trust in the e-commerce context.”
From Modeling teachers’ acceptance of generative artificial intelligence use in higher education: the role of AI literacy, intelligent TPACK, and perceived trust (2024) · cites this paper as [60]
Several other studies indicated the positive impact of digital and information literacy on technology adoption.
“Several other studies have indicated the positive impact of digital and information literacy on technology adoption [60,73,74].”
From ChatGPT in Learning: Assessing Students’ Use Intentions through the Lens of Perceived Value and the Influence of AI Literacy (2024) · cites this paper as [74]
Cited by
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Al-Abdullatif, A. M. (2024) · Education Sciences · doi:10.3390/educsci14111209 · Cited by 169 · see citing works
Al-Abdullatif, A. M., & Alsubaie, M. A. (2024) · Behavioral Sciences · doi:10.3390/bs14090845 · Cited by 126 · see citing works
“Several other studies have indicated the positive impact of digital and information literacy on technology adoption [60,73,74].”
- Authors
- Nazzal, A., Thoyib, A., Zain, D., & Hussein, A. S.
- Venue
- Webology
- Publisher
- NeuroQuantology Journal
- Published
- 2022-01-20
- Volume
- 19
- Issue
- 1
- Pages
- 2414-2434
- ISSN
- 1735-188X (ISSN-L)
- OpenAlex
- W4206914437
- Cited by
- 13
- References
- 0
- Citations by year
- 2026: 4 · 2025: 2 · 2024: 5 · 2023: 2
- FWCI
- 1.89
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Locations
- Webology (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Health Sciences › Health Professions › Health Information Management › Health, Technology, Consumer Behavior
- Keywords
- digital literacy, website quality, online purchase intention, online shopping adoption, e-commerce trust, mediating effect of trust, stimulus-organism-response model, social cognitive theory
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