Research Paper
Year: 2022 | Month: February | Volume: 9 | Issue: 2 | Pages: 479-499
DOI: https://doi.org/10.52403/ijrr.20220261
The Impact of E-Commerce on Consumer Purchasing Behavior: The Mediating Role of Financial Technology
Rukana Alshweesh1, Dr. Srinivas Bandi2
1Research Scholar, ISBR Research Centre, Bangalore
2Professor, Research Guide, ISBR Research Centre, Bangalore
Corresponding Author: Rukana Alshweesh
ABSTRACT
The study aimed to determine the impact of e-commerce on the consumer's purchasing behavior with the presence of financial technology as an intermediate variable in large-scale food and consumer goods stores in Jordan, to achieve the goal of the study, the researcher relied on the descriptive and internal approach, an analytical approach, and the study sample consisted of all workers in large consumers and food stores in Jordan is within the high administrative levels, in addition to workers in IT departments, by (408) individuals, to whom the researcher distributed the study tool. Electronically, I used SPSS and AMOS to analyze the data and test hypotheses.
The study found a set of results, the most important of which is the high level of relative importance of e-commerce, consumer behavior and financial technology in large-scale consumers and foodstuff stores in Jordan, and the existence of a statistically significant e-commerce impact on consumer behavior, in addition to the fact that through mediation in fintech The effect of e-commerce on consumer behavior increased, and the mediation was partial.
The study recommended the necessity of continuing the large consumer and foodstuff stores in Jordan to enhance the dimensions of e-commerce by understanding these stores of their importance in order to increase efficiency and effectiveness and achieve the goals, by spreading awareness of e-commerce, as well as continuing to pay attention to and adopt financial technology because of its direct positive impact on consumer buying behavior.
Keywords: E-Commerce, Consumer Buying Behavior, Financial Technology.
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