Analysis of the role of users’ beliefs and trust in adopting e-commerce platforms in the port of Aqaba in Jordan through the UTAUT2 model

Abstract

This study investigates the role of users’ perceptions of their trust in initiating online shopping at the port of Aqaba in Jordan using the UTAUT2 (Unified Technology Acceptance Theory 2) model. Including understanding how performance expectations, effort expectations, social influence, conditions, hedonic motivation, price value, and happiness, along with users’ trust and beliefs, predict intention to participate in online shopping programs there. A quantitative survey was used, surveying 178 users of e-commerce platforms at the port of Aqaba in Jordan. The study used data monitoring organization questionnaires on UTAUT2 perceptions and users’ beliefs about online shopping and trust in e-commerce platforms. Statistical analyses, including regression and structural equation modeling, were conducted to examine the relationships between the two variables. The results indicate that performance expectations, effort expectations, and hedonic motivation significantly influence users’ intention to adopt online shopping points. E-commerce platforms appear to be an influential factor that moderates adoption. Users’ perceptions regarding the presence of online transactions also significantly influenced adoption. Social influence and conditions governing adoption had moderating effects, while the influence is usually allowed to be less pronounced. Actionable insights for e-commerce platforms and retail industry in the port of Aqaba, Jordan. Improving user experience is easy and emphasizing online shopping volumes and user-friendly interface is critical to adoption. This can lead to better user engagement with the power of online shopping. This research expands on the UTAUT2 model by incorporating documented user estimates from the Jordan Online Shopping Conference, providing a comprehensive understanding of the factors driving e-commerce adoption in a developing market. The study contributes to the literature on e-commerce acceptance in global ports by highlighting the importance of trust and user perception in technology adoption.