International Journal of Human Research and Social Science Studies

Online shopping has become increasingly prevalent, necessitating a deeper understanding of consumer behavior. This study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to explore key factors influencing online shopping intentions and behaviors. To investigate the effects of performance expectancy, effort expectancy, social influence, and facilitating conditions on behavioral intention and actual use behavior in online shopping. A structured online survey resulted in 335 valid responses. Statistical analyses, including reliability testing, validity checks, and regression analysis, were performed using SPSS. The findings reveal that performance expectancy (β = 0.373, p < 0.001), effort expectancy (β = 0.091, p < 0.001), and social influence (β = 0.097, p < 0.001) significantly positively impact behavioral intention. Facilitating conditions (β = 0.405, p < 0.001) and behavioral intention (β = 0.409, p < 0.001) significantly influence actual use behavior. The model explained 16.4% of the variance in behavioral intention and 16.8% in use behavior. The study underscores the importance of technological and social factors in shaping online shopping behaviors. Insights from this research can guide e-commerce platform developers in improving user experience and engagement.

UTAUT, Online Shopping, Behavioral Intention, Use Behavior, E-Commerce

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