CONSUMER BEHAVIOUR TOWARDS ONLINE BUSINESS AND THE ROLE OF SOCIAL MEDIA ENGAGEMENT IN ADOPTING ONLINE SHOPPING: AN EXPLORATORY STUDY OF YEMENI MARKET

Abstract

This study explores the impact of social media engagement on online consumer behavior as well as the factors influencing online shopping adoption among Yemeni consumers. The research includes two main studies: an exploratory phase for scale development and a quantitative analysis phase. The study employs robust statistical techniques, including EFA, CFA, and SEM to validate measurement scales and analyze relationships. The study, conducted with a sample size of 395 social media users in Yemen during May- October 2022, adopted three different scales for the Arabic language and the results showed that the social media engagement scale is a unidimensional concept, while the online consumer behavior scale is a multidimensional concept, consisting of three distinct factors: awareness, social cognition, and online business perception. The extended unified theory of acceptance and use of technology scale was found to be a valid measure of the three key factors that predict adoption: price value, usability, and adoption intention. Key findings include demographic variables like gender, age, and education have limited impact on online shopping behavior. Social media engagement sets the foundation by influencing social cognition, which, in turn, enhances awareness of online shopping. This awareness then affects online business perception and perceived usability, leading to an impact on the perceived price value of online shopping. Finally, the perceived price value plays a crucial role in shaping the intention to adopt online shopping. viii The study highlights the trail of online shopping as a moderating factor as it weakens the direct impact of social media engagement, social cognition, awareness, and usability while strengthening the influence of online business perception. The findings underscore the importance of considering indirect effects and mediating pathways in understanding the relationships among variables in the model. This holistic perspective is essential for a comprehensive understanding of the dynamics and interplay within the model, providing valuable insights for researchers and practitioners in the context of online shopping behavior.