Thesis (M.Sc.) - Cairo University - Faculty of Mass Communication - Department of Advertising and Public Relations

Online shopping became a common phenomenon for many Egyptian consumers and it witnesses a steady growth in Egypt. Many Egyptian consumers started using online shopping websites to purchase their desired products in the past decade. In this context, the research problem seeks to examine the factors that influence Egyptians'preference for online shopping websites and determine the correlation between the Egyptians' preferences and their purchase intentions from online shopping websites; by comparing between Arab and foreign shopping websites. In addition,it seeks to explore problems faced by Egyptians when using Arab shopping websites to purchase products and put forward some recommendations to improve those websites.The study depends on the model of technology preference (MTP) which is a new intention model introduced to study preferential decision knowledge for one system versus another.This study used survey method and the online questionnaire as a tool of data collection.The researcher drew a convenience sample and only kept questionnaires of(414) respondents who purchase at least from Arab or foreign shopping websites. Results showed that there is a correlation between respondents' preference for Arab and foreign shopping websites and their attitude towards using both of them for purchasing and also their purchase intention from both of them. It was also found that there is a correlation between trust in the website, reputation of the website, purchasing cost preference, product preference, comparative risk preference and respondents' preference for both Arab and foreign shopping websites. Main problems that faced respondents while purchasing from Arab shopping websites were related to quality of products and difficulty of returning defected products. Conversely, problems related to foreign shopping websites were mainly high shipping costs and delay in delivery.The researcher developed Model of technology preference (MTP) by adding two factors which are Trust and Reputation

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