Factors Affecting Online Shopping Intention Among Generation ‘Y’ In Yemen: Building A Conceptual Framework
The internet has grown to be the vast global marketplace for exchange of goods and services for several reasons. Apart from its attractive virtual shopfront, its capable of satisifying online shoping among the general public effectively. This is a conceptual paper that seeks to propose a conceptual framework by establishing a link between factors (security, product quality, price, payment method, perceived usefulness) affecting online shopping and online shopping intention in Yemen. Within the current fraework, the paper intend to conceptually propose the possibility of online shoping satisfaction to mediate in the relationship between the study variables. Based on this, the study will develop a research model as well as suggest some propositions which will later be empirically tested within the context of online shopping in Yemen.
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