التسوق عبر الانترنت: وجهة نظر النظرية الموحدة لقبول واستخدام التكنولوجيا (UTAUT) دراسة ميدانية على المستهلكين في محافظات (اربد، جرش، عجلون و المفرق)

The present study aimed to demonstrate the extent of applying online shopping by in governorates (Irbid, Jerash, Ajlon and Mafraq) consumers, and the effect of trustworthy on adopting online shopping. In addition, the study aimed to determine the factors affecting adopting online shopping from the Unified Theory of Acceptance and Use of Technology (UTAUT) perspective. The population and the sample of this study were composed of the governorates of Jerash, Ajloun, Irbed and Almafraq online shoppers. A total of 250 questionnaires were distributed randomly and received back 223 questionnaires, which forms a percentage of 89% of the total number of questionnaires. 89% recovered questionnaires are statistically considered acceptable ratio. The most prominent finding indicated that there is an impact of expected performance, expected effort and social effect on mentioned governorates online shopper’s behaviors. Moreover, the findings show no statistically significant impact of trust on mentioned governorates online shoppers’ behaviors. In light of these finding, the researchers recommended to increase the online shoppers trust through the high credibility of the electronic companies by concerning more in terms of the electronic requirements and demands and by providing sufficient infrastructures and programs that are necessary for electronic shopping by mentioned governorates online consumers.