FACTORS DETERMINING CONSUMER BUYING BEHAVIOR IN ONLINE SHOPPING: AN EMPIRICAL STUDY IN JORDAN

Abstract

Understanding present and potential behaviour is critical for establishing a competitive edge. As such, the purpose of this study was to investigate the effect of site awareness, convenience, information quality, and relational behaviours on consumer behaviour. This was a cross-sectional study. Additionally, this study employed a quantitative research design. Convenience sampling was used to collect data from travellers. The Likert 5 scale was utilised to design the questionnaire for this investigation. The data returned had a usable response rate of 76.33 per cent. The study was conducted using the PLS-SEM technique. The study's findings emphasise the relevance of convenience and privacy in predicting relationship behaviour and influencing customer behaviour. Additionally, the findings demonstrate the mediating effect of relational behaviour on the relationship between convenience, awareness, and customer behaviour. This study contributes to the filling of various theoretical and practical gaps. The study's conclusions are critical for tourism managers and decision-makers.