The Influence of Information Quality and Gender on the Social Commerce Adoption Framework by

106 Pages·2017·2.49 MB·English

by  Sarah Saud Alotaibi

THE INFLUENCE OF INFORMATION QUALITY AND GENDER ON THE SOCIAL
COMMERCE ADOPTION FRAMEWORK BY SAUDI ARABIAN USERS USING
THE UTAUT2 THEORY
by

Sarah Saud Alotaibi
A Thesis
Submitted to the
Graduate Faculty
of
George Mason University
in Partial Fulfillment of
The Requirements for the Degree
of
Master of Science
Applied Information Technology

Committee:

_________________________________ Dr. Vivian G Motti, Thesis Director

_________________________________ Dr. Mihai Boicu, Committee Member

_________________________________ Dr. Hemant Purohit, Committee Member

_________________________________ Dr. Ioulia Rytikova, Associate Chair for
Graduate Studies, Department of
Information Sciences and Technology

_________________________________ Dr. Andrzej Manitius, Department Chair
Department of Information Sciences and
Technology

_________________________________ Dr. Kenneth S. Ball, Dean, Volgenau School of
Engineering

Date:_____________________________ Fall Semester 2017
George Mason University
Fairfax, VA
The Influence of Information Quality and Gender on the Social Commerce Adoption
Framework by Saudi Arabian Users Using the UTAUT2 Theory
A Thesis submitted in partial fulfillment of the requirements for the degree of Master of
Science at George Mason University
by
Sarah Saud Alotaibi

Director: Vivian G. Motti, Professor
Department of Information Sciences and Technology for Master’s Degree.
Fall Semester 2018
George Mason University
Fairfax, VA
Copyright 2017 Sarah Saud Alotaibi
All Rights Reserved
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DEDICATION
This is dedicated to my parents, sisters, brothers and friends for their support and good
wishes to successfully accomplish this journey. Additionally, I dedicate this work to the
soul of my grandfather who raised my self-confidence and imagination.
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ACKNOWLEDGEMENTS
First and foremost, I would like to thank my God for all His blessings and guidance.
Then, I would take this opportunity to thank my academic supervisor, Dr. Vivian G Motti
for her valuable guidance in completing this work. Also, I would thank the committee
members Dr. Mihai Boicu and Dr. Hemant Purohit for their valuable suggestions. I would
like to thank the GMU faculties who enhanced my knowledge to achieve this point and
devote to the research.
This work is given to my country Saudi Arabia and I hope it can efficiently develop the
practice in online shopping among its users.

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TABLE OF CONTENTS
Page
LIST OF ACRONYMS ...................................................................................................... x
GLOSSARY OF TERMS ................................................................................................. xii
ABSTRACT ..................................................................................................................... xiv
1 CHAPTER 1: INTRODUCTION ................................................................................ 1
1.1 Background ......................................................................................................... 1
1.2 Motivation ........................................................................................................... 6
1.2.1 Vision 2030 ..................................................................................................... 6
1.3 Research Problem Statement .............................................................................. 7
1.4 Objective of the Study ........................................................................................ 8
1.5 Research Questions ............................................................................................. 8
1.6 Research Hypotheses .......................................................................................... 9
2 CHAPTER TWO: STATE-OF-THE-ART ............................................................... 12
2.1 Fundamental Concepts of the Statistical Model ............................................... 12
2.1.1 Nature of Data ............................................................................................... 12
2.2 Theoretical Background .................................................................................... 13
2.2.1 Acceptance of Technology Theories ............................................................ 13
2.3 Literature Review.............................................................................................. 21
2.3.1 Information Quality (IQ)............................................................................... 23
2.4 Shortcomings .................................................................................................... 24
3 CHAPTER THREE: METHODOLOGY .................................................................. 26
3.1 Research Method .............................................................................................. 26
3.1.1 Analysis of Existing e-shops ......................................................................... 27
3.1.2 Sample of Study ............................................................................................ 29
3.1.3 Sampling Technique ..................................................................................... 32
3.1.4 Research Instruments .................................................................................... 32
3.1.5 Survey Design ............................................................................................... 33
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3.1.6 Data Collection Procedure ............................................................................ 34
3.1.7 Pilot Study ..................................................................................................... 34
3.1.8 Constructs Measurements ............................................................................. 35
3.2 Data Analysis .................................................................................................... 35
3.2.1 Descriptive Analysis ..................................................................................... 36
3.2.2 Scale Measurement ....................................................................................... 37
3.2.3 Structural Equation Modeling (SEM) ........................................................... 37
3.2.4 Model Specification ...................................................................................... 38
3.3 Conclusion ........................................................................................................ 43
4 CHAPTER FOUR: DATA ANALYSIS ................................................................... 44
4.1 Research Results ............................................................................................... 44
4.1.1 Descriptive Analysis Results ........................................................................ 45
4.2 Application Usage Results ................................................................................ 46
4.3 Common Variance Bias .................................................................................... 49
4.4 Measurement Model Scale ................................................................................ 49
4.5 Structural Model Analysis and Hypotheses Testing ......................................... 50
4.6 Gender as a Moderator ...................................................................................... 54
4.7 Goodness-of-Fit (GoF)...................................................................................... 55
5 CHAPTER FIVE: DISCUSSION ............................................................................. 57
5.1 Major Findings .................................................................................................. 57
5.2 Hypotheses ........................................................................................................ 57
5.3 Implications of the Study .................................................................................. 61
6 CHAPTER SIX: CONCLUSION AND FUTURE WORK ...................................... 62
6.1 Conclusion ........................................................................................................ 62
6.2 Contribution ...................................................................................................... 63
6.3 Limitations and Threats to Validity .................................................................. 63
6.4 Future Work ...................................................................................................... 64
A. APPENDIX: SURVEY QUESTIONS IN ENGLISH .......................................... 66
B. APPENDIX: SURVEY QUESTIONS IN ARABIC ............................................ 70
C. APPENDIX: SURVEY EMAIL MESSAGE ....................................................... 74
D. APPENDIX: CONSTRUCTS MODEL SURVEY QUESTIONS ....................... 75
E. APPENDIX: RECRUITMENT POSTER ............................................................ 77
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F. APPENDIX: DATA ANALYSIS TABLES ............................................................. 78
REFERENCES ................................................................................................................. 83

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LIST OF TABLES
Table Page
Table 1.6-1 Research Hypotheses ..................................................................................... 10
Table 2.2-1 Theories ......................................................................................................... 18
Table 2.2-2 Theories (Continued) ..................................................................................... 19
Table 2.2-3 Theories (Continued) ..................................................................................... 20
Table 2.3-1 Research Themes Emergent from the Literature Review.............................. 24
Table 2.4-1 Related Studies with Theories Used, Factors Applied and Limitations ........ 25
Table 3.1-1 Top e-shops visited by Saudi Arabian users ................................................. 30
Table 3.1-2 SMWs and social features ............................................................................. 31
Table 3.1-3 Three Personas ............................................................................................... 32
Table 3.2-1 Details and descriptions of all variables ........................................................ 36
Table 3.2-2 Reliability Statistics ....................................................................................... 37
Table 3.2-3 SmartPLS Diagrams Elements and Meaning ................................................ 41
Table 3.2-4 Examples of the Two Approaches in SEM ................................................... 41
Table 4.1-1 Demographic profile of respondents (n=300) ............................................... 46
Table 4.2-1 Preferred social media platforms with the top 3 products from the survey data
analysis .............................................................................................................................. 49
Table 4.5-1 Factor loadings, CA, CR and AVE ............................................................... 51
Table 4.5-2 Descriptive Statistics, Correlation Matrix ..................................................... 52
Table 4.6-1 R2 Square of the dependent latent variables .................................................. 55
Table 4.7-1 Model Fit ....................................................................................................... 56
Table 6.4-1 The survey questions in English .................................................................... 66
Table 6.4-1 The survey questions in Arabic ..................................................................... 70
Table 6.4-1 Constructs Model Survey Questions ............................................................. 75
Table 6.4-2 Constructs Model Survey Questions (Continued) ......................................... 76
Table 6.4-1 Results of Harman’s single factor test ........................................................... 78
Table 6.4-2 Path coefficient without the moderator gender ............................................. 80
Table 6.4-3 Path Coefficient Hypotheses (n=300) Female (n=150) Male (n=150) .......... 81
Table 6.4-4 Path Coefficient Hypotheses (n=300) Female (n=150) Male (n=150)
(Continued) ....................................................................................................................... 82

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LIST OF FIGURES
Figure Page
Figure 1 An Example of Social Commerce Feature Buy Button ........................................ 4
Figure 2 Document Structure ............................................................................................ 11
Figure 3 The UTAUT Model (Venkatesh et al., 2003) ..................................................... 14
Figure 4 The UTAUT2 Model (Venkatesh et al., 2012) ................................................... 15
Figure 5 Acceptance framework social commerce in SA (Sheikh et al., 2017) ............... 16
Figure 6 Research Conceptual Model ............................................................................... 17
Figure 7 Research Method Procedure ............................................................................... 27
Figure 8 The Proposed Model........................................................................................... 40
Figure 9 Small Medium Sized Business Owners .............................................................. 47
Figure 10 Saudi Arabian Consumers Type ....................................................................... 47
Figure 12 Entrepreneurs among Family or Friends .......................................................... 48
Figure 11 Preferred Version for Online Shopping ............................................................ 48
Figure 13 Social Media Websites and Products (n=300) ................................................. 48
Figure 14 Results of Path Analysis ................................................................................... 54
Figure 15 Survey Email Message ..................................................................................... 74
Figure 16 Recruitment Poster ........................................................................................... 77

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