Dimensions of business to consumer (b2 c) systems success in kuwait

1. Journal of Global Information Management, 23(3), 41-71, July-September 2015 41 Dimensions of Business-to- Consumer (B2C) Systems Success in Kuwait: Testing a Modified Delone and Mclean IS Success Model in an E-commerce Context Kamel Rouibah, Department of Quantitative Methods and Information Systems, Kuwait lJniversity,Sofat, Kuwait Paul Benjamin Lowry, Department of InformationSystems, City University of Hong Kong, Kowloon Tong, Hong Kong Laila Almutairi, Central Bank a/Kuwait, Safat, Kuwait ABSTRACT An extensive body ofresearch has tested the Delone and McLean (2003)information systems success model in many contexts. Surprisingly, few of these studies have applied it to e-commerce. A study by Wang (2008) representsone such initiative, but it is crucial to address several remaining gaps associatedwith that study. Moreover; no e-commerce success model has considered the Arab world, which exhibits unique culturalfac- tors influencing e-commerce. The authors' studyproposes an improved ISsuccess modelfore-commerce in the Arab world. This model, based on that of I-Vang (2008), adds several enhancements to the validity and generalisability of his efforts,uses the latest SEJ1techniques, including both monetary and nonmonetary value conceptualisations, uses a multidimensional conceptualisation of system. quality, and proposes specific factorsofe-commerce service quality. Theauthors tested theproposedresearch model with a truly randomised sampling approach using 288 experienced business-to-consumer (B2C)consumers in the Arab world. The results largely support our hypothesisedmodel. The most important difference between our results and those ofprevious studies is our finding that although service quality irfiuences value, it has no bearing on user satisfactionin an Arab context. This study will be usefulforpractitioners and researchersseeking to improve the understanding of 82C e-commerce success in the Arab world. Keywords: Arab World, Business-To-Consumer (B2C), E-Conunerce, Information Quality, JS Success Model, Kuwait, Perceived Value, Satisfaction, Service Quality, System Quality DOI: 10.4018/.TGIJvl.2015070103 Copyright 02015, IGJ Global. Copying or distributing in print or electronic forms without written penuission oflGJ Global is prohibited.

2. 42 Journal of Global Information Management, 23(3), 41-71, July-September 2015 INTRODUCTION Given the growing importance of electronic commerce (EC), few businesses can succeed in the global economy without a successful EC strategy. It isthus surprising that many more EC research studies have investigated adoption and diffusion issues than have investigated broader EC success.1 Although adoption and diffusion are important, other factors need to be consid ered to predict a successful EC strategy. For example, a user ofan EC system might actually be highly dissatisfied with the system or feel it does not provide the necessary information quality (Cho, 2011 )raising the chances that the consumer will switch to another system. Hence, a focus only on use and adoption leaves EC companies blind to the strategic threats and opportunities of their offerings. Evaluating the success of businesstoconsumer (82C) EC systems can be a challenging task for business owners. Therefore, identifying the dimensions ofEC systems thatpredict more comprehensive success should be a critical strategic goal of EC businesses (Brown & Jayakody, 2008; Chen & Cheng,2009; DeLone& McLean, 2004; Wang, 2008; Wang & Liao, 2008). The focus of EC research on adoption and diffusion largely at the expense of attention to success is particularly surprising given the extensive body of research that has tested the Delone and McLean (1992, 2003) information systems (IS) success model in many contexts.' Only a few studies have attempted to apply this success model to EC (Brown &Jayakody, 2008; Cao, Zhang, & Seydel, 2005; Chen & Cheng, 2009; Sharkey, Scott, & Acton, 201 O; Wang, 2008; Wang & Liao, 2008). For brevity, we refer to these authors as D&M and their model as the D&MM. The D&MM is a particularly compelling success model because it is com prehensive, has been carefully developed over time, and has been validated extensively.3 The main D&MM dimensions leveraged by these studies are information quality, system quality, service quality, use, perceived value, and user satisfaction. One likely reason thatfew researchers have applied the D&MM to EC is that certain key differences between IS and EC success make the application to EC challenging (Chen & Cheng, 2009): (l)The usage purpose isdifferent, because online consumers desire to purchase, whereas organisational employees use IS pri marily for work purposes. (2) Employees are consistent in their use of IS in the workplace, whereas online customers can be inconsistent and fickle, especially iftheirloyalty has not been earned. (3) The context is different, because organisations u.se contextspecific IS to support their business, whereas most online shopping websites interact with their customers using the same product, service, and interfaces. Con sequently, understanding EC success requires a theory distinct from that which explains IS success (Chen & Cheng, 2009). Although these studies have provided a useful foundation forstudying B2C EC success using the D&MM, the difficulty of applying a model of IS success to EC success has resulted in several missed opportunitiesall of which are addressed in this paperto provide unique contributions that build on the literature. One ofthese key studies is by Wang (2008), whose model we aim to improve. Our study therefore aims to answer the following question: What makes EC successful in the Arab world based on an enhanced Wang model? To answer this question, we build on the full D&MM from Wang (2008) in the following ways: improving it with a multidimensional conceptualisation of system quality that includes ease of use, reliability, and security; including monetary and nonmonetary value conceptualisations for perceived value; and using ECspecific fac tors of site intelligence, service quality, order tracking, and customersupport responsiveness. Moving beyond typical Western applications of the D&MM, we tested our model using professionals working in an Arab country and a rigorous sampling methodology with 288 re spondents, as analysed with the latest standards of structural equation modelling. The following section provides the neces sary background on IS success research and how Copyright ©2015, !GI Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

3. Journal of Global Information Management, 23(3), 41-71, July-September 2015 43 ithasmotivatedthecreation ofthe DM&M. We then explain how Wang (2008) improved the DM&M to create an EC success model. Next, we identify opportunities for improvement inthe literature, particularly in Wang's model, which we leverage to create our extended DM&M EC success model. We then explain our research design and methodology and conduct a full empirical test on our model. We conclude by summarising our contributions to research and practice and by explaining both the Jim itations of our research and the future research oppor tunities it affords. THEORETICAL BACKGROUND Backgroundon IS Success Our theoretical model predicts EC system success, which is based on the larger foun dation of IS success. We thus review the IS success literature to explain our conceptual foundation and how it has evolved over time. Several streams of research have considered what constitutes successful system outcomes from a user perspective. Many studies have identified user satisfaction as the primary objective. For example, Bailey and Pearson (1983) developed 39 factors affecting IS user satisfaction, the most important of which are accuracy, reliability, timeliness, relevancy, and confidence in the system. Doll and Torkzadeh (1988) also developed factors that influence user satisfaction during system development; these included content, accuracy, format, ease of use, and timeliness. Likewise, in the context of EC, several re searchers have developed models and proposed factors that are important for the success of EC systems. For example, Chen et al. (2004) proposed that for virtual stores the critical suc cess factors for attracting customers are product offerings, usability of the storefront, perceived service quality, and perceived trust. Udo and Marquis (2002) found that the critical factors for EC website effectiveness aredownload time, ease of navigation, appropriate use of graphics, and interactivity. Ranganathan and Ganapathy (2002) identified the key dimensions ofsuccess fora B2C site as security, design, and informa tion content. Moreover, Liu and Arnett (2000) proposed that the fourmajor factors forwebsite success in the context of EC are quality of in formation and service, system use, playfulness, and systemdesign quality. Moving Toward an Improved D&MM for EC Success Although these kinds of studies have been improved the understanding ofsystem success, they have been criticised for overemphasis ing satisfaction and usability, unnecessarily downplaying other important enduser consid erations, and failing to consider more holistic aspects of EC success as proposed in DeLone and McLean (2004). Specifically, two major studies adopted the D&MM (1992, 2003) to EC to more holistically fill this gap. Six studies validated their improvements with empirical data (Brown & Jayakody, 2008; Cao et al., 2005; Chen & Cheng, 2009; Sharkey et al., 20 IO; Wang, 2008; Wang & Liao, 2008), and two others proposed theoretical improvements to adapt the D&MM to EC (DeLone & McLean, 2004; Molla & Licker, 200 I). Before explaining indetail how the D&MM (1992, 2003) has been adapted to EC, we review some of the key theoretical choices underlying that model in order to 1nake the EC adaptations more understandable. The D&MM proposes that information quality and system quality affect both IS use and user satisfaction. Inaddition, the amount of system use affects satisfaction and vice versa (in a reciprocal loop). In turn, these two constructs jointly influence the individual and then the organisation. Several studies have improved on the origi nal D&MM to address perceived weaknesses in the model (e.g., Molla & Licker, 200 I; Rai, Lang, & Welker, 2002; Seddon, 1997). One of the studies that respecified the D&MM was conducted by Seddon (1997). This respeci fied model was proposed to address Seddon's concern that the D&MM combined process and causal explanations, which led to an un Copyright© 2015, [GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

4. 44 Journal of Global Information Management, 23(3), 41-71, July-September 2015 necessarily confusing model. Consequently, Seddon ( 1997) arranged IS success measures into three columns. The first column included both information quality and system quality; the second included general perceptual measures of the net benefits of IS use, which were based on perceived usefulness and user satisfaction; and the third included other measures of the net benefits of JS use. In this third column, Seddon (1997) added net benefits ofsociety to the individual and organisational impacts that D&M defined in 1992. Based on such criticisms, D&M (2003) proposed an updated D&MM. This new model still included information quality and system quality, but added service quality. Like Sed don's (1997) model, their updated model also collapsed individual impact and organisational impact into one dimension, namely, net ben efits. Importantly, a study conducted by Petter and McLean (2009) assessed the D&MM via tnetaanalysis and concluded that the majority of the relationships in the updated D&MM were supported. Wang's (2008) EC Success Model: The Foundation of Our Study By further leveraging literature from the IS and marketing fields, our improved EC model builds primarily on the model proposed by Wang (2008), which represents the most exten sive effort to respecify the D&MM to EC (see Figure I). Wang's main goal was to develop a consistent EC systems success model, In his analysis of the D&MM, Wang identified four difficulties/weaknesses, forwhich he developed improvements. First, the D&MM's net benefits measure was too broad to define. For example, the researcher needed to define carefully what qualifies as benefits, for whom, and at what level of analysis. Second, D&M (2003) did not try to reconcile their mode! with the measure of perceived usefulness suggested by Seddon (l997) orwith Davis's (l 989) technology accep tance model (TAM), which includes perceived ease ofuse and perceived usefulness. Third, the D&MM Jacked consistency with the market ing and customer behaviour literature that had proposed a qualityvaluesatisfactionloyalty chain that influences customers. Fourth, the D&MM has not yet been validated empirically in EC. Thus, Wang's study focused on combin ing the updated D&MM with Seddon 's (1997) perceived usefulness measure, the marketing literature, and TAM (Davis, 1989). The EC systems success model proposed by Wang (2008) consists of three classes of variables: beliefs, attitudes, and behaviours. Beliefs are represented by informationquality, system quality, service quality, and perceived value. Attitudes are represented by user satisfaction, and behaviours are represented by intention to reuse measures. This model thus reflects the beliefsattitudebehaviour chain proposed by TAM. Furthermore, the structure of Wang's model is consistent with marketing literature that links quality, value, loyalty, and satisfaction. Inaddition to introducing information qual ity, system quality, and service quality, Wang (2008) replaced Seddon's (1997) perceived usefulness with perceived valuearguing that perceived value is a more reliable and compre hensive measure of net benefits. This concept refers to the difference between the positive and negative impacts ofEC on consumers (DeLone & McLean, 2003). Wang (2008) emphasised that perceived value involves a tradeoff between giving and getting components, whereas perceived useful ness involves getting components only. According to D&M (2003), use and user satisfactionconstructs are closely interrelated measures. They contended that positive experi ence with use will lead to greater user satisfac tion and that increased user satisfactionwill, in tu111, lead to increased intention to use and hence use. Aiming to simplify the relationships between these three constructs, Wang (2008) used intention to reuse as a success measure of EC systems, proposing that increased user satisfactionwill lead to increased intention to reuse. In addition, Wang claimed that customer intentforfuture use should be a more precise measurement ofEC system success netbenefits Copyright ©2015, !GI Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

5. Journal of Global Information Management, 23(3), 41-71, July-September 2015 45 Figure 1. Wang:S (2008) e-commerce systems success model 111*'10Cln 10 relJM than current customer use or initial use of a system. Thus, his study focused on postuse situations. Wang (2008) contended that in the context of EC, perceived usefulness, user satisfaction, and system use/intention to use constitute the net benefitsmeasures. He claimed that user sat isfaction and systemuse measures aresim ilarto some net benefits measures suggested by D&M (2004). Wang (2008) supported his argument using Seddon's (1997) general perception mea sure ofnet benefits, which contains both user satisfaction and perceived usefulness. Wang thus respecified the scope of the net benefits construct intheupdatedD&MM by categorising perceived value, user satisfaction, and intention to reuse as net benefits measures.4 Improvements to the Wang (2008) EC Success Model and the General Literature Wang's (2008) EC success model was a vast improvement on the literature. Although he ad dressed many issues, we were able to identify severaladditional opportunities in this literature stream, and they motivate our modelling and measurement improvements. This section is based on an extensive literature review. First, thesestudiesused differentconstructs and items, and they proposed several modifica tions to the original success model. They also omitted the important ECspecific service quality dimensions of site intelligence, order tracking, and customersupport responsiveness (Au, Ngai, & Cheng, 2008; Iwaarden & Wiele, 2003; Lin, 2007; Molla&Licker, 2001; Song et al.,2012). Theseincludetheempathy.reliability, and responsiveness dimensionsofSERVQUAL (Ladhari, 2010). We address this opportunity by using the full D&MM that was improved for EC success by Wang (2008) and by adding a conceptualisation of EC service quality that includes these three specific factors. Furthermore, despite the main difference between general IS success and EC success, previous studies have focusedeither onnonmon etary benefits of general systems use (Brown & Jayakody,2008; Cao et al., 2005; Cenfetelli, Benbasat, & AlNatour,2008; Chen & Cheng, 2009; Wang & Liao, 2008)for example, saving time and improving a user's jobor on Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

6. 46 Journal of Global Information Management, 23(3), 41-71, July-September 2015 monetary value (Chen & Cheng, 2009; Wang, 2008), but never on both norunonetary and monetary value. We address this gap by being the first to propose an EC success model that includes monetary and norunonetary value. As a final conceptual improvement, we have built a more generalisable conceptuali sation of system quality for EC. ln the IS suc cess and EC success literature, system quality generally focuses on ease of use, which is the only factor used by Wang (2008). Such a focus results in the omission of a highly important factor for EC, that is, the need to secure online transactions (Sharkey et al., 20 l0). It omits another key related concept as wellthat of reliability (Aladwani, 2002; Ranganathan & Ganapathy, 2002). One EC success study based on the D&MM identified security as a subcomponent of information quality, but determined security to have little importance in determining intention to transact (Sharkey et al., 20 I0). The authors called for additional studies to shed light on this issue. However, a likely reason for their nonfinding is thatsecurity is generally accepted as adeterminant ofsystem quality but not information quality, aswas found in Ranganathan and Ganapathy (2002). EC applications of the D&MM have been limited in application to national culture. Outside the United States, it has been tested in relation to EC purposes in Taiwan (Chen & Cheng,2009; Wang,2008; Wang&Liao,2008), South Africa (Brown & Jayakody, 2008), and Ireland (Sharkey et al., 20 l O). lmportantly, this model has not been tested and generalised in the Arab world, which exhibits unique cultural factors affecting EC. This gap is itnportant because extensive research has established that culture affects both IS in general (Lowry, Cao, & Everard, 2011; Lowry et al., 20 lO; Zhang & Lowry, 2008; Zhang et al., 2007) and in EC use (Belkhamza & Wafa,2008). lt is important also because extant EC success studies have all but ignored the Arab world, despite its role as an emerging global player in the EC market. The Arab world includes 22 countries; 356.9 million inhabitants; 13,806,212 square kilometres; and 83. l mi Ilion Internet users. Thus, it is unknown how well the D&MM applies to the Arab world. Weaddress this gap by testing our model in the Arab country of Kuwait. Finally, the literature has left several ar eas in need of methodological improvement. With the notable exception of Cenfetelli et al. (2008), which did not test the D&MM, most extant studies have used convenience samples. Moreover, those studies have either ignored factorial validity or tested it improperly, and they have not considered which of their con structs are formative and which are reflexive (Diamantopoulos & Winklhofer, 200 I).5 We address these measurement gaps in our study. Likewise, D&MM studies, with the exception of Chen and Cheng (2009) and Wang (2008), have used statistical techniques less powerful than SEM, such as multiple regression analysis (e.g., Brown & Jayakody, 2008; Sharkey et al., 20 I 0), which are not designed for testing path models such as the D&MM. Other studies have only partially tested the model without testing the relationships among all its variables (e.g., Cao et al., 2005). To address these problems, we use a truly randomised sampling approach, carefully validate the factorial validity of our extended D&MM model using the latest tech niques, determine which constructs are forma tive and which are reflective, and use SEM to test the model in its entirety. theoretical Model and hypotheses Characteristicsof Arab Culture Again, our study is the first to apply the D&MM in Arab culture, which has unique factors that can affect EC success. Several studies have demonstrated the unique effects ofArab culture on information technology adoption and EC use in Arab regions (El Said & GalalEdeen, 2009; Loch, Straub, & Kamel, 2003; Rouibah & Hamdy, 2009; Yasin & Yavas, 2007). Arab culture therefore has several characteristics that may help clarify the application of the EC success model developed in this study. Sum marising this literature, we point out four unique characteristics of Arab culture. Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

7. Journal of Global Information Management, 23(3), 41-71, July-September 2015 47 First, Arab culture is highly collectivistic, highly social, and highly family oriented. Consequently, the values and patterns of relationships all centre on the primary social group (family, tribe, or friends). Arab people thus not only place attention on the monetary benefits they gain during transactions but also extend their attention to nonmonetary benefits such as empathy and forms of interaction with others (e.g., service quality). For example, it is socially impolite to fail to look at someone and fail to respond to nonverbal cues when talking to him or her. Second, Arabic language emphasises indirectness, politeness, and ambiguity in com munication. Consequently, Arab culture puts a great deal of pressure on people involved in transactions to avoid overly transactional and mechanical behaviours. People who belong to the group with which a person identifies are expected to provide adequate help and support during transactions whenever needed. Hence, more interaction during transactions iscom1non in Arab culture. Third, Arab culture scores high on uncer tainty avoidance, and thus Arabs are prone to avoid tasks that involve a high degree of risk unless strong guarantees and security measures for fulfilment are provided. As a result, Arab people exhibit more trust for transactions that involve facetoface interaction than they do for online transactions. Arabs prefer to trans act with known entities with whom they have established, trusting relationships and with whom they have conducted successful transac tions in the past. Likewise, Arab people prefer straightforward, easy work tasks and do not like tasks that involve complexity or risk or require an extended period of time to be completed. Fourth,Arab culture allows for a great deal of time flexibility for social transactions but restricts time for business tasks. Arab people prefer to complete required work and transac tions quickly in order to spend time socialising with the people involved in the transaction or with others. They thus have little patience for slow business and purchasing transactions. Extension of Wang's Model to Hypotheses in the Arab World Again, our model extends Wang's (2008) EC success model to the Arab world. In doing so, it makes several important improvements that are reflected in our design and hypotheses, which take into consideration specific factors ofArab culture. Wealso carefully reconsider all the conceptualisations to improve our model's consistency with the D&MM. lnfonnation quality isreflective and istaken from Doll and Torkzadeh ( 1988), who proposed l0 items,Information quality refers to the desir able characteristics of the system output (Pet ter, DeLone, & Mcl.ean, 2008). D&M (1992) characterised information quality as desired characteristics of the information product. loan EC context, different subconstructs and associ ated measures have been used in combination to represent information quality, as follows: an EC website's content (Brown & Jayakody, 2008; Del.one & McLean, 2003; Ranganathan & Ganapathy, 2002; Wang, 2008); information accuracy (Brown & Jayakody, 2008; Chen & Cheng, 2009; Liu & Arnett, 2000; Wang, 2008); timeliness (Chen & Cheng, 2009; Liu & Arnett, 2000; Wang, 2008); format (Brown & Jayakody, 2008); quality (Chen & Cheng, 2009; McKinney,Kanghyun, &Fatemeh,2002); relevancy (Liu & Arnett, 2000; McKinney et al., 2002; Sharkey et al., 20 lO); completeness (Liu & Arnett, 2000; Sharkey et al., 2010); clarity and understandability (McKinney et al., 2002); timeliness (Chen & Cheng, 2009); ease of understanding (Sharkey et al., 20 IO); person alisation (Sharkey et al., 20 lO); and reliability (McKinney et al., 2002; Sharkey et al., 20 l0). A website serves as the interface between an online vendor and its visitors. Because an online B2C website can involve significant risk, it needs to present four attributes that appeal to Arab visitors and mitigate their perception of risk. These attributes are encapsulated in the specific content and content quality variables proposed inAladwani (2002) to measure user perceived website quality in the Arab world, which may help predict behaviour indirectly. Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

8. 48 Journal of Global Information Management, 23(3), 41-71, July-September 2015 Content provides customers with necessary information about the products and services they need or seek on the website (e.g., presence of offers and promotions). Accuracy is the preci sion of the information provided to customers (e.g., when customers feel there are hidden or surprise costs in purchasing a product, they will leave the website). Format refers to the clarity and usefulness oftbe presentation of in formation. Arab people have high expectations regarding the appearance of objects. The more attractive a website appears to Arab customers, the more they will use it. Timelines refers to the uptodatedness of information presented on a website and the consistency observed through out the process of the purchase transaction. If Arab customers feel a website's information is obsolete (e.g., the price changes between the shopping cart and the payment transaction), they will leave the website. These four attributes are itnportant when Arab users transact online with EC websites, as explained in the research methodology section. Perceived value is among the most widely cited correlates of EC acceptance and usage (Aladwani & Palvia, 2002). Perceived value is reflective and taken from Kim and Han (2009) and Sirdeshmukh, Singh, and Sabol (2002). Perceived value refers to a consumer's overall evaluation regarding the utility of products and services based on his or her perceptions of what is received and given (Zeithaml, 1988). Research has shown that perceived high infor mation quality of an EC system increases the system's perceived value (Brown & Jayakody, 2008; Cao et al., 2005; Wang, 2008; Wang & Liao, 2008). However, the measures of perceived value in these studies focused only on monetary value and ignored nonmonetary values such as the value of time and effort. Moreover, Brown and Jayakody's (2008) model did not consider value, only perceived usefulness. Besides monetary value and getting products and services online more cheaply than from offline stores, nonmonetary values are itnportant characteristics of Arab cultures (Rouibah, 2008), in which people tend to dislike hard work, prefer to complete work tasks in a short time, and devote a great deal of time to socialising. InB2C, nonmonetary value includes the reduction of time and effort in searching, purchasing, and navigatingall of which are typical characteristics of Arab culture as em phasised inprevious Arab studies (AlGahtani, 20 I I .AlMaghrabi & Dennis, 2011). Therefore, using this expanded conceptualisation ofvalue, we predict: Hl: ln the Arab world, perceived information quality leads to perceived value for EC users. Brown and Jayakody 's(2008) study did not find empirical supportforthe link between infor mation quality and user satisfaction. However, they used onLy a oneitem representation of user satisfaction, which may have downplayed this link artificially. The D&MM assumes that the higher the information quality is perceived to be by users, the more satisfied they will be with the B2C system. With the exception of Brown and Jayakody (2008), several previous studies have asserted that this relationship is characteristic either of IS in general (Iivari, 2005; Petter & McLean, 2009; Rai et al., 2002; Wu & Wang, 2006) or of EC (Chen & Cheng, 2009; Sharkey et al., 201 O; Wang, 2008; Wang & Liao, 2008). This relationship was also found in astudy mea suring general JS success in Kuwait (Almutairi & Subramanian, 2005). Highquality informa tion presented on B2C websites demonstrates the vendor's capability and its sincere interest in its customers; thus, it will affect consumers' satisfaction. Because Arab people have high expectations for parties with whom they transact (Rouibah et al., 2009), the more they feel that the content, format, accuracy, and timeliness of information presented on a website isof high quality, the more they will be satisfied with the B2C system. Here, user satisfaction is defined as the degree to which the end user is satisfied with a B2C system (Doll & Torkzadeh, 1988). This leads to our second hypothesis: Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission of JGI Global is prohibited.

9. Journal of Global Information Management, 23(3), 41-71, July-September 2015 49 H2: In the Arab world, perceived information quality leads to user satisfaction for EC users. System quality is a second dimension of EC success and refers to the performance of the EC system in terms of usability, availabil ity, reliability, adaptability, and response time (DeLone&McLean,2003).Again,Arabpeople are not patient with business transactions and expect to get services completed quickly and without delays. The failure of an online systern to fulfil these requirements will cause them to "mouseclick away," resulting in nonuse. Different measures have been proposed for system quality. To measure system quality, Liu and Arnett (2000) used security, rapid access, quick error recovery, precise operation and computation, and payment method balanced between security and ease of use. McKinney et al. (2002) used accessibility, usability, entertain ment, hyperlinks, navigation, and interactivity. Cao et al. (2005) adopted search facility, site responsiveness, and multimedia capabilities. Pather et al. (2006) identified several attributes of system quality that relate to reliability and security. Chen and Cheng (2009) used high performance, reliability, meeting a variety of needs, high quality, and ease of navigation. Sharkey et al. (2010) used usability and reli ability. Moreover, Wang (2008) and Brown and Jayakody (2008) used only one easeofuse item to measure system quality of use. Studies of the Arab world that integrate system qual ity have related it to technical quality, ease of navigation, ease of finding information, and online communication support(AlMaghrabi & Dennis,2011 ), andAladwaniand Palvia(2002) labelled these requirements technicaladequacy. In addition, very fewstudies on EC have linked system quality to perceived value (Cenfetelli et al., 2008; Wang, 2008); more have related system quality to user satisfaction (Cenfetelli et al., 2008; Chen & Cheng, 2009; Landrurn et al., 2008; Sharkey et al., 201 O; Wang, 2008; Wang & Liao, 2008). Most previous studies focusing on the D&MM have ignored security. However, EC related literature has indicated that reliability and security are also strong indicators ofsystem quality (AlGahtani, 2011; Aladwani, 2003; Goodhue & Thompson, 1995; Pather et al., 2006; Raoganathan & Ganapathy, 2002). For example, Ranganathan and Ganapathy (2002) found that security was the best predictor of transactional intent. Importantly, this was also found in the Arab world (AlGahtani, 2011; Aladwani, 2003) . We expect security to be an especially important concern forEC success inArab coun tries. Because Arab culture shows a preference for facetoface communication and exhibits high uncertainty avoidance, and because B2C websites present a high degree of risk, past studies have found that Internet security is the predominant obstacle to ecommerce adoption in theArabworld(Aladwani, 2003).AlGahtani (2011) found that security concerns negatively affect intention to use, because such concerns are much higher in online transactions than in brickandmortar purchasing. Such perceived risk can be mitigated by a highquality website that involves the presence of perceived security (e.g., materialised in a thirdparty seal or in the use of uptodate technicalsecurity such as SSL protocols). A recent study of the Arab world (AlMaghrabi & Dennis, 2011) took a similar approach and found that site quality indirectly affects continuous intention to use. Thus, we inferthat the more Arab people perceive a B2C website to be secure and easy to navigate, with an interfaceto facilitatethe transaction process, the more they are likely to perceive its value and be satisfied regarding its use. Given these findings, we create the secondorder construct perceived systemquality, which is composed of the subconstructs ease of use, reliability, and security, as the basis for the following two hypotheses: H3: Inthe Arab world, perceived system qual ityccomposed of(a) ease of use, (b) reli ability, and (c) securityleads toperceived value for EC users. H4: In the Arab world, perceived system qualitycomposed of (a) ease of use, (b) Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission of!Gl Global is prohibited.

10. 50 Journal of Global Information Management, 23(3), 41-71, July-September 2015 reliability, and (c) securityleads to user satisfaction for EC users. Service quality is a third factorthat affects EC success. It refersto the quality of the overall support delivered to the users by the service provider (DeLone & McLean, 2003). Previous studies have shown thatservice quality isrelated to the perceived value of EC (Cenfetelli et al., 2008; Landrum et al., 2008; Wang,2008; Wang & Liao, 2008) and to consumer satisfaction (Devaraj, Fan, & Kohli, 2002). Although service quality has received extensive attention, few studies have investigated itssignificance inArab culture. Previous studies focusing solely on this construct have proposed various measures for service quality, but few studies have focused on the D&MM in EC. Concepts that have been used to represent service quality include assur ance, empathy, and responsiveness (DeLone & McLean, 2003), site intelligence,relevantsearch facilities, and order tracking (Molla & Licker, 200 I), trust and empathy (Cao et al., 2005), and reliability, responsiveness, assurance, and tangibles (Cenfetelli et al., 2008). A further improvement on the concep tualisation of service quality is based on our argument that Wang's (2008) conceptualisation captures only a generic service that has been anthropomorphically applied to EC, but does not capture ECspecific service concerns. The original SERVQUAL was developed to mea sure service support in general but not online support, as is appropriate in the case of EC websites. Wang and Tang (2003) adapted IS SERVQUALto service quality forecommerce and labelled it ECSERVQUAL (tangibil ity, reliability, responsiveness, assurance, and empathy) without including other dimensions of EC success. Several later studies on EC suc cess have partially adopted these dimensions to assess service quality (Brown & Jayakody, 2008; Cenfetelli & Bassellier, 2009; Chen & Cheng, 2009; Wang, 2008; Wang & Liao, 2008). In addition, Wang's concepts include high subjectivity, because EC websites do not include human cues that help customers assess the degree ofprovided empathy.6 Other studies (Brown& Jayakody,2008; Wang& Liao, 2008) have used an approach similar to Wang's. In contrast, we reviewed the literature and applied service items related to the EC service quality issues thatarerelevant to characteristics ofArab culture: These service items are site intelligence (lwaarden & Wiele, 2003; Lin, 2007; Molla & Licker, 200 I), order tracking (lwaarden & Wiele, 2003; Lin, 2007; Molla & Licker, 200 I; Song et al., 2012), and responsiveness and online support (Au et al., 2008; Cenfetelli et al., 2008; lwaarden & Wiele, 2003; Molla & Licker, 2001; Mukherjee& Nath, 2007; Song et al.,2012; Wang&Tang,2003; Wangpipatwong et al., 2008). Furthermore, because such service items are not directly predictive of each other and not interchangeable, we conceptualised service quality as a fonnativemeasure, which is consistent with previous studies on EC (Collier & Bienstock, 2006; Parasuraman, Zeithaml, & Malhotra, 2005). We thus infer that the more service qual ity is delivered with site intelligence in terms of providing recommendations for products/ services according to customers' preferences, availability of ordertracking service until de livery, and responsive customer support (e.g., email, chat rooms, forums, and FAQs), the more likely it will be to increase the perceived value of EC websites among Arab customers. This leads to our fifth hypothesis: HS: In the Arab world, perceived service qual ity leads to perceived value for EC users. Research on user satisfaction in the IS and EC literature continues to be of interest to academics and practitioners (Briggs, Reinig, & de Vreede, 2008). User satisfaction with a system is defined as the positive affective attitude toward a specific IS application taken by someone who interacts with the application directly (Doll & Torkzadeh, 1988). It measures the degree of discrepancy between customers' expectations for service and their perceptions of service performance. Previous studies in IS (DeLone & McLean, 2003), marketing (Gable et al., 2008), and EC (Brown & Jayakody, 2008; Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission of JGI Global is prohibited.

11. Journal of Global Information Management, 23(3), 41-71, July-September 2015 51 Figure 2. Our proposed operational model Pwcoi..., Hornlldon --~--.r--..., __..J P1'1tlft)' (I>) ....."" -~ Cenfetelli et al., 2008; Chen & Cheng, 2009; Wang, 2008; Wang & Liao, 2008) have thor oughly established that user satisfaction is an immediate consequence of service quality. On the basis of the characteristics of Arab culture and its high expectations regarding transactions with B2C websites, we infer tbatthe more Arab users perceive high service quality in terms of responsiveness, site intelligence, and order tracking service, the more they will be satisfied with the B2C website with which they transact. Thus, we predict the following: H6: In the Arab world, perceived service qual ity leads to user satisfaction for EC users. Finally, we used user satisfaction frorn an EC context as developed by Devaraj et al. (2002) and intention to reuse as developed by Wang (2008) and Brown and Jayakody (2008). Previous studies that applied D&M.have found the following: Perceived value is positively associated with satisfaction (Cenfetelli et al., 2008; Chen & Cheng, 2009; Lin, 2007; Wang, 2008); perceived value is positively associ ated with intention to reuse (Cenfetelli et al., 2008; Wang, 2008); and customer satisfaction is highly correlated with intention to reuse (Brown & Jayakody, 2008; Cenfetelli et al., 2008; Chen & Cheng, 2009; Gable et al., 2008; Wang,2008). Therefore, we posit that the more -II>-H Arab online customers feel an EC website is of high value for them in terms of monetary and nonmonetary value, the more they will be satisfied regarding its use, which in turn will lead them to be loyal to the website and revisit it for future purchases. This background leads to our last three hypotheses: H7: In the Arab world, perceived value leads to user satisfaction for EC users. H8: In the Arab world, perceived value leads to intention to reuse for EC users. H9: ln the Arab world, user satisfaction leads to intention to reuse for EC users. Based on these predictions, Figure 2 sum marises our operational model. RESEARCH METHODOLOGY Pilot Phase for Survey and Measurement Development To complete this study, we conducted a two phase pilot study beforethemain data collection. The first phase was conducted with the goal of choosing the most appropriate information quality, system quality, service quality, and perceived value measures, because previous studies have proposed and used different items to measure these constructs, as the literature Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

12. 52 Journal of Global Information Management, 23(3), 41-71, July-September 2015 review revealed. Although we have already explained our choices for information quality and system quality, in this section we further elaborate on our improvement of the perceived value measure. Wang (2008) used three items to 1neasure perceived value: "the product/service of the commerce system is good value for money"; "the price of product/service of the commerce system isacceptable"; and "the product/service of the commerce system is considered to be a good buy." These items represent only one dimension of valuemonetary value. Chen and Cheng (2009) used four items related towebsite quality, meeting expectations, help withproduct searches, and providing reasonableeffort toward thecustomer. Unlike Wang(2008), other studies (Kim & Han, 2009; Sirdeshmukb et al., 2002) included different dimensions to measure per ceived value. To better identify items that best describe the informationquality, system quality, and perceived value constructs, we constructed a table that presents items related to the three constructs taken fromprevious studies. Next, we selected threemanagement informationsystems professors and one marketing professor who have significant experience in their respective fields and who have published papers related to EC. Weasked them to select the items that best represent the fourconstructs in EC (information quality, system quality, perceived value, and service quality). They were also asked to sug gest additional items asnecessary.Their choices indicated thatthe most appropriate information quality items are content, accuracy, format,and timeliness, andthat the most appropriate system quality items are reliability, ease of use, and security. In addition, two items used by Wang (2008) were discarded, another ("the product/ service of the commerce system is considered to be a good buy") was rephrased as "shopping on this website is a very good deal," and three additional items were suggested to measure perceived value. In addition, because previous studies have implemented different items to measure service quality, our participants were also asked to select the dimensions that best reflect service quality. Among the five measures (tangibility, reliability, responsiveness, assur ance, and empathy) of service quality used by Cenfetelli et al. (2008), only two were selected by our participants: reliability and responsive ness. Moreover, the participants suggested "order tracking" as an additional item, The Appendix documents the full list of measure ment items and sources. The second phase ofthepilot study focused on the understandability and readability of the questionnaire. We checked the wording of all items by distributing the questionnaire to each of the aforementioned professors for their feedback and made modifications in response to that feedback. This process led tothe addition of an additional item for user satisfaction: "I was satisfied with the quality of this website." Otherwise, the modifications involved slight improvements in the items' wording. Construct Measurement Most of the questionnaire items were adopted from previous studies and slightly modified to fit the research context (see Appendix). Items for information quality were adopted from Doll and Torkzadeh (1988). Items for system quality were adopted from Doll and Torkzadeh (1988), Aladwani and Palvia (2002), Goodhue and Thompson (1995), and Ranganathan and Ganapathy (2002). Service quality items that represent site intelligence(i.e., empathy), order tracking (i.e., reliability), and responsive ness were adopted from lwaarden and Wiele (2003) and Lin (2007). Perceived value items that measure both monetary and nonmonetary value were adopted from Kini and Han (2009) and Sirdeshmukh et al. (2002). Items for user satisfaction were adopted from Devara] et al. (2002). Intention to reuse items were adopted directly from Wang (2008). All items in the questionnaire were measured using a 5point Likertlike scaleranging fromstrongly disagree to strongly agree. Participants Thetargetsample wasexperienced online shop pers from Kuwait who had previously purchased Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission of JGI Global is prohibited.

13. Journal of Global Information Management, 23(3), 41-71, July-September 2015 53 products or services over the Internet. A total of 288 online shoppers responded to our sur vey. Of these, 51.4% of the respondents were female and 48.6% were male. Slightly more than half (54.2%) of the respondents were between 21 and 29 years old, and 23.6% were 3039 years old; thus, nearly threequarters of our respondents were from 21 to 39 years old. Nearly half(50.7%) of the respondents have a bachelor's degree, 22.2% attended two years of college, 14.2% have a high school degree or lower, 12.5% hold a master's degree, and 0.3% have a PhD degree. The majority of the respondents use the Internet to send and receive emails (94.1 %) and to search for information on the Web (90.6%), and 64.9% usethelnternetforchatting. Slightly more than half(52.4%) use the Internetfor blog ging and to participate in social networks, and nearly half(49%) use it to play online games. Nearly a third (28.8%) of the respondents shop online two to four times per year; slightly more than a quarter (26%) shop 10 or more times per year; 22.9% shop 5 to 10 times per year; and 22.2% shop online at least once per year. Thus, more than 70% of the respondents shop online at least two times per year. Survey Procedures and Randomisation Arabic and English versions ofthe questionnaire were distributed using two types of techniques. We used a Webbased as well as a paperbased questionnaire, an approach that helped decrease monomethod bias. The questionnaire was designed to capture each participant's most recent experience with a particular website. In this study, we did not assign a particular web site for evaluation by the participants. Instead, our goal was to measure the users' purchasing experience on B2C websites and to evaluate our research mode! accordingly. We thus asked the participants to write down the name of the last website from which they had purchased and the type of product or service they bought from that website, and to fill out the survey based on this experience. Through this approach, we tested the applicability of the research model to the EC context in a comparatively generalised manner rather than to a particular EC website. It is important to note thatwe distributed the questionnaire to 717 people randomly selected from a database in Kuwait, and we received 288 responses, resulting in a 40% response rate. This is a notable improvement over the approach previous studies have typically used in such surveys. For example, Wang (2008) used a convenience quota sample in his study; this is the standard, accepted approach, but it is subject to more validity concerns than a more randomised approach. ANALYSIS RESULTS Descriptive Results Along with demographic data, we asked the respondents to share information about their purchase history and reuse intentions, so that further descriptive insights could be included in ouroverall analysis. Indescending order,and ac cording to the most recent productor service that participants purchased from EC websites, the most purchased products fell into the following categories: clothes (30.2%), electronics/com puter hardware (17%), travel tickets and hotels (13.2%), books/magazines/journals (I 0.10%), jewellery/bags/watches (6.60%), music/videos (5.20%), sports equipment (4.20%), software (1.40%), and "other" (12.20%). Most (58.7%) of the respondents claimed that their intent to reuse an EC website is driven by the website's reputation;7 72.2% intend to reuse a website because of the good products and services provided by the website; 60.1 % intend to reuse a website because they consider it a successful website; and 39.9o/o will reuse it because it has a good reputation among their peers. A total of 39.2% intend to reuse a website simply because many people use it, and only 14.2% will reuse it because it is their only option. Some respondents mentioned that they intend to reuse an EC website because it offers productswithbetter and lower prices than other websites, whereas others mentioned that Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

14. 54 Journal of Global Information Management, 23(3), 41-71, July-September 2015 Table J. Cronbach's alphas and composite reliabilitiesforreflectiveconstructs Construct Subconstruct No. of Cronbach's Composite Exceeds both Items Alpha (a) Reliability Thresholds? lnfonnation quality n/a 6 0.934 0.948 Yes System quality Easeor use 2 0.903 0.954 Yes Reliability 2 0.894 0.950 Yes Security 3 0.822 0.902 Yes Perceived value n/a 4 0893 0.921 Yes User satisfaction n/a 2 0.880 0.944 Yes Intention to reuse n/a 3 0.913 0.946 Yes they will reuse it because it offers products not available in Kuwait. Assessingthe Nature of the Model's Constructs A key preparatory step for assessing facto rial validity is to determine which constructs are formative and which are reflective (Dia mantopoulos & Winklhofer, 200 I). Items in formativeconstructs are theoretically distinct and thus not replaceable with other items in the same construct; in contrast, items in reflective constructs are theoretically the same and thus replaceable with each other (Diamantopoulos & Winklhofer, 2001 ). We used Cenfetelli and Bassellier (2009), Diamantopoulos and Winklhofer (200 l), and Petter et al. (2007) as the basis for identifying formative and reflective constructs. The most important consideration is to determine how the constructs were theoretically formed and validated in previous literature, to make sure no contradictions exist in their current use, and to model the constructs consistently. On this basis, our model has a mix of formative and reflective constructs: Informationquality, perceived value, user satisfaction,and intention to reuse are reflective; service quality is a firstorder formative construct; and system quality is a secondorder formative construct coin prising three reflective subconstructs (ease of use, availability, and security). Preanalysis and Data Validation Extensive preanalysis and data validation were conducted according to the latest standards for four purposes: (l) to establish the factorial va lidity of the reflective and formative measures through convergent and discriminant validity, (2) to establish that multicollinearity was not a problem with any of the measures, (3) to check for commonmethod bias, using the test estab lished in Liang et al. (2007), and (4) to establish strong reliabi Iities. Because of our preanalysis, al) the reflective subcoustructs exhibited high levels of reliability, 8 as summarised in Table I. In summary, our preanalyses show that our data lacks monomethod bias and exhibits strong factorial validity of the reflective and formative constructs, little 111 ultico IIinearity, strong reliabilities, and high reliability. In sum mary, the results of our validation procedures show that our model data meets or exceeds the rigorous validation standards expected in JS research (Straub, Boudreau, & Gefen, 2004)particularly for PLS analysis of reflec tive constructs (Gefen & Straub, 2005) and formative constructs (Cenfetelli & Bassellier, 2009; Diarnantopoulos & Siguaw, 2006; Petter et al., 2007). Final Analysis and Results Following Lowry and Gaskin (2014), we employed partial least squares (PLS), using SmartPLS version 2.0 (Ringle, Wende, & Copyright ©2015, !GI Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

15. Journal of Global Information Management, 23(3), 41-71, July-September 2015 55 Figure 3. Summary of model results. *p < 0.05, **p < 0.01, ***p < 0.001, nls =not significant, +significant but weakf] lql lq2 lq3 ..... 10 q>llftt !-- .........._ .. Wi11, 2005) formodel analysis, because PLS is especially useful for validation of models that combine formative and reflective indicators (Chin, Marcelin, & Newsted, 1996; Chio et al., 2003; Gefen& Straub, 2005; Lowry & Gaskin, 20 J 4). To do so, we generated a bootstrap with 500 resamples. Figure 3 depicts the detailed results of thisanalysisdown to the item level. The variance explained is indicated inside each dependent construct. The path coefficients, or betas (Bs), are indicated on the paths between two constructs, along with their direction and significance. Table 2 summarises the hypoth eses, the path coefficients, and the zvalues for each path in the study. DISCUSSION Almost all our hypotheses are supported by the results. In the context ofArab EC use, informa tion quality increases perceived value (H 1) and user satisfaction (H2); system quality increases perceived value (H3) and user satisfaction (H4); service quality increasesperceived value (HS); perceived value increasesuser satisfaction (H7) and intention to reuse (H8); and user satisfaction increases intention to reuse (H9). Only the link between service quality and user satisfaction is notsignificant,leading us to reject H6. Overall, the variance explained in the model was notable Cpmf $ • with respect to perceived value (R2 = 0.597), user satisfaction (R2 = 0.682), and intent to reuse (R2 = 0.667). In addition, it is notable that we found that education, among the eight covariates, negatively affectsintention toreuse. However, bothonline purchasing frequencyand the degree to which a consumer perceives an EC website to have good products and services positively influence intent. Except forthepath between service qua!ity and customer satisfaction, the findings of this study thus Largely support those of previous EC studies. Wang (2008) found that informa tion quality, system quality, and service quality had a significant influence on user satisfaction; among these quality dimensions, service qual ity had the strongest effect on user satisfaction, which contrasts with the findings of ow· study. Our results also support other studies in the IS field that found support for the path between dimension of quality (information quality and system quality) and system satisfaction (e.g., Almutairi & Subramanian, 2005; Rai et al., 2002; Roldan & Leal, 2003; Seddon & Kiew, 1996; Wu & Wang, 2006). Ourresults Largely support those of'Brown and Jayakody (2008) but contrast with their finding thatamongthethreequality dimensions, only service quality had a direct significant effect on user satisfaction regarding B2C web Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

16. 56 Journal of Global Information Management, 23(3), 41-71, July-September 2015 Table 2. Final model testing results Tested Paths Path /Value Supports Coefflcient Iff) i'lodcl? Hypotheses HL. Information quality Perceived value 0.372 5.079*** Yes H2. Information quality User satisfaction 0.244 4.383*** Yes H3. System quality+s Perceived value 0.322 3.887*** Yes H4. System quality+« User satisfaction 0.323 6.193*** Yes H5. Service quality Perceived value 0.159 3.317** Yes H6. Service qualiry -e User satisfaction (0019) 0.580 (n/s) No H7. Perceived value --> User satisfaction 0.350 6.434*** Yes H8. Perceived value Intention to reuse 0.4442 7.904*** Yes H9. User satisfaction __, Intention to reuse 0.384 6.156*** Yes Covariates Gender s Intention (0.008) 0.305 (n/s) No Age > Intention 0.043 l.933 (n/s) No Education __, Intention (0.065) 2.676** Yes+ Online purchasing frequency+ Intention 0.078 2.744** Yes+ Website has good products/services ee Intention 0 071 2.109* Yes+ Website has a good reputation Intention 0.032 I .044 (n/s) No Lots of people use the website++ Intention 0.014 0.519(n/s) No Website has good reputation (peers) Intention (0.018) 0 661 (n/s) No *p < 0.05, **p < 0.01, ***p < 0.001, n/s =not significant, +weak ~/meaningfulness of significance is questionable sites. In addition, Brown and Jayakody's (2008) study did not find empirical support forthe link between system quality and usersatisfaction or for that between system quality and perceived usefulness (perceived value). However, they used only a oneitem representation of user satisfaction, which may have downplayed this link artificially. WangandLiao (2008) found that the three quality dimensions had a significant influence on user satisfaction. Our results both support and contrast with the findings of Chen and Cheng (2009). In contrastto our study, they found that service quality, in addition to other constructs (perceived value, system quality, and information quality), affects satisfaction but not perceived value. However, our results support their finding that perceived value exerts the strongest effect on satisfaction. Our results also support those ofSharkey et al. (2010), who found that both information quality and system quality affect intention to reuse (however, their study did not include service quality). Finally, the amount of variance explained in intention toreuse in our researchmodel is slightly higher than in previous studies: 64% (Wang,2008) and 49% (Chen & Cheng, 2009). Other previous studies (Brown & Jayakody, 2008; Sharkey et al., 2010) did not report the variance explained. Contributionsto Research and Practice This study testedthe modified IS success model developed by D&M (2003) as further enhanced for EC by Wang (2008) using a rigorous sam pling methodology. In particular, we added the following improvements to Wang's efforts: (I) Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission of JGI Global is prohibited.

17. Journal of Global Information Management, 23(3), 41-71, July-September 2015 57 Wetested our model in anArab country, making our study the first attempt to do so with an EC success model. This is a particularly important step toward educating Western researchers and practitioners about factorsthat affectEC success in this part ofthe world, which, despite its large population, has received little attention from rs researchers in comparison to North America and Europe (Rouibah & Hamdy, 2009). (2) We used the latest SEM techniques to account for the second and firstorder factors in our model, which was composed of reflective and formative indicators. (3) We used the most ad vanced techniques for validating our constructs and for establishing lack of monomethod bias. (4) Weexpanded the conceptualisation of value beyond monetary value by adding items to measure nonmonetary value fromKim and Han (2009) and Sirdeshmukh et al. (2002), making our study the first on the D&MM to do so. (5) Moving beyond a unitary conceptualisation of system quality focusing only on ease of use, we conceptualised and measured system qual ity as a secondorder factor made up of ease of use from Wang (2008) but also reliability and security from Aladwani (2002), Goodhue and Thompson (1995), and Ranganathan and Ganapathy (2002). As a result, our study is the first to add security to the D&MM and show its indirect effect on intention to reuse via the mediation of system quality, perceived value, and user satisfaction. (6) We transformed the conceptualisation of service quality from a comparatively anthropomorphic approach to one based on EC service quality expectations derived from the literature for website intel ligence and order tracking as emphasised in Iwaarden and Wiele (2003), Lin (2007) and Molla and Licker (2001) and on the important need for online support services (Harris & Goode, 2004; Mukherjee & Nath, 2007; Singh, 2002; Wang& Tang,2003). (7) Finally, we used a truly randomised sample of online consum ers, as opposed to the convenience quotabased samples used in previous EC studies (Brown & Jayakody, 2008; Chen & Cheng, 2009; Sharkey et al., 20 lO; Wang, 2008; Wang & Liao, 2008). We now further explain some of these key contributions. Unlike past studies that have focused on B2C websites using either D&MM (Brown & Jayakody, 2008; Cao et al., 2005; Chen & Cheng, 2009; Sharkey et al., 20 IO; Wang, 2008; Wang & Liao, 2008) or other frameworks (Chen et al., 2004; Liu & Arnett, 2000; Ranganathan & Ganapathy, 2002; Udo & Marquis, 2002), this study identified unique critical success factors that affect B2C websites in Arab cultureparticularly, information quality and security. More specifically, this is the first study to find that Arab consumers from Kuwait pay more attention to informa tion quality than perceived security and other independent variables (ease of use, reliability, service quality). Information quality attributes (such as information about prices, offers, promotion, evaluations of past customers, and shipment details) and information presented in a clear and attractive format are thus perceived to be the most important drivers of success of B2C websites inKuwait, likely because average consumers can understand them without hav ing a technical background. Other studies have identified different important drivers, such as current user(Wang & Liao, 2008), system qual ity (Brown & Jayakody, 2008), service quality (Wang, 2008), and user satisfaction (Chen & Cheng, 2009). The importance of information quality in D&MM was also demonstrated by a previous study about general IS ill Kuwait (Almutairi & Subramanian, 2005). Another likely reason that information quality is important iI1 Arab culture is the cul ture's unique position in terms of Hofstede's longterm orientation. Indeed, Taiwan (thetarget culture in Wang's study) scores very high on this index, but incontrastArab culture is largely believed to be low in longterm orientation. If this is true, Kuwaiti customers are more likely to pay more attention to shortterm decisions (attributes ofinfonnation quality) because they value attributes that help them generate imme diate benefits without much consideration of longterm benefits. However, more research is needed to investigate these possibilities. Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

18. 58 Journal of Global Information Management, 23(3), 41-71, July-September 2015 Moreover, our results support findings that Arab people have high expectations regarding the appearance of tangible objects. The more attractive a website appears to Arab customers, them ore they will use it.This could beexplained by certain characteristics ofArab culture. As was previously explained, this culture is highly col lectivistic, highly social, andhighly family ori ented. The values and patterns of relationships all centre on the primary social group (family, tribe, or friends). Arab people thus focus not only on the monetary benefits they gain during transactions but also on whatthe group perceives as important. This may explain why this study also found that "Website has good products/ services" correlates positively with the intention to reuse B2C websites because the perception of"good or bad" in Arab culture is associated strongly with the perceptions of one's social group. The group effect was demonstrated by a previous study that identified social pressure as the main driver of instant messaging use in Kuwait (Rouibah, 2008). This may explain why information quality isthedominant independent factor that affects intention to reuse. However, the effect of the group on individual decisions needs to be investigated by future studies. This could be considered in Arab culture in terms of word of mouth (Attia et al., 20 I I; Jalilvand, Ebrahimi, & Samiei, 20 I3), perceived critical mass (Lou, Luo, & Strong, 2000), or social pressure (Rouibah, 2008) Furthermore, our study added security as a component of system quality and found that among ease of ease, reliability, and security, security is the most important factor that in fluences system quality. We also showed that security is the second most important external factor that impacts intention to reuse. As stated in the theoretical section, Arab cultural characteristics help explain the importance of security assurance. Arab culture scores high on uncertainty avoidance, and thus Arabs tend to avoid tasks that involve a high degree of risk unless strong guarantees and security measures for fulfilment are provided. As a result, Arab people do not exhibit high trust toward online transactions. Thus, security assurance is crucial forArab people transacting with B2C websites. B2C websites present a high degree of risk, and previous studies have found that Internet secu rity is a predominant obstacle to ecommerce adoption in the Arab world (AlGahtani, 20 I I; Aladwani, 2003).Arecentstudy by MasterCard (20 I4) found that securing B2C websites was rated the highest among ways to improve the online shopping experience of participants. This is why B2C websites oriented towardArab consumers need to integrate the presence of perceived security (e.g., materialised in a third party seal or in the use of uptodate technical security such as SSL protocols). In addition to its contributions to research, this study has several practical applications for industryassuming the model holds in multiple Arab contexts. For example, this study contrib utes to a better understanding of the factors that promote EC success in the Arab country ofKu wait. Managers can evaluate their EC systems by using the success dimensions identified in this study to rneasure and thus improve both their websites and the backend systerns sup porting their EC efforts. In addition, Arab EC Web designers can benefit from our results by focusing on building EC systems based on the three quality dimensions (information, system, and service quality) that influence both users' satisfaction and users' perception of value. Three paths may be used by EC managers and system developers to increase potential customers' intention to reuse. The first path links the direct external variables (information quality, system quality, and service quality) to intention to reuse via perceived value. The second path links the two external variables (information quality and system quality) to intention to reuse via user satisfaction. The third path is the most important one because it links the two external variables (information quality and system quality) to intention to reuse via the connection of perceived value and user satisfaction. In our model, the direct link from perceived value to intention to reuse was the strongest, at p = 0.442. System quality, information quality, and value are predictors ofuser satisfaction, which Copyright ©2015, !GI Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

19. Journal of Global Information Management, 23(3), 41-71, July-September 2015 59 means they can provide an effective diagnostic framework in which to analyse system features that may increase user satisfactionor, ifnottaken seriously, lead to the dissatisfaction of users in the Arab world. If owners of EC websites wish to increase user satisfaction, they need to address the items that compose these three constructs, specifically information quality and security. Concerning information quality, system developers need to update the website on a regular basis, provide the information needed by customers (e.g., prices, offers, evaluations of past customers, shipment details, etc.), and present information in a clear and attractive format. Their EC sites should be high quality in terms of ease of use, user friendliness, and reli ability. 9 Furthermore, system developers need to convince potential customers that their websites are secured with the latest security technologies (e.g., SSL) and possibly indicate thatthe website protects the consumer, forexample by display ing thirdparty assurance seals. Last, EC sites should also focus on perceived value to attract more consumers from the Arab world; showing product and service offers, a range of dates for product delivery, and product characteristics would improve such customers' perceptions of the site's value and its timesaving benefits. Regarding the role played by security, our study is the first to include this subconstruct as a factor of EC system quality in the DM&M. Pather et al. (2006) found that visible security features is among the items that significantly affect EC success in South Africa. Unlike the results of Sharkey et al. (20 l0), who failed to find a significant relationship between security and intention to reuseand thus called for ad ditional studies to shed light on this issueour findings reveal that security plays a role in us ers' intention to reuse and revisit EC websites. Finally, although the Arab world has at tracted increasing international interest inrecent years, much of this attention has been in the wake ofSeptember l l, 200 l, and the subsequent Bali, Madrid, India, and London bombinzs:b> thus, interest has often arisen in the context of geopolitical concerns such as the "war on ter ror." Nonetheless, the Arab world is an area of great economic significance and offers many opportunities forbusiness investment, cultural pursuits, and creating business, especially for EC. Therefore, understanding which factors contribute to successful EC success in the Arab world is crucial for those wishing to tap into this investment potential. Limitations and Future Research The biggest limitation of this study is that we did not gather data from Taiwan to develop further comparisons to Wang's (2008) and Chen and Cheng's (2009) studies. Such comparisons could provide significant insights into the ef fect of national and individuallevel cultural differences on the models. We believe this is a particularly compelling research opportunity, especially with respect to the cultural differences among the Arab world, Taiwan, and the United Statesparticularly in terms ofpower distance, individualismcollectivism, masculinity, and uncertainty avoidance. Between Taiwan and the Arab world, the differences in power distance and individualismcollectivism areparticularly strong. Table 3 summarises the cultural differ ences between the Arab world, Taiwan, and the United States in terms of Hofstede's cultural dimensions.'? An interesting limitation and compelling research opportunity associated with our study is that although previous studies (Brown & Jayakody, 2008; Cenfetelli et al., 2008; Chen & Cheng, 2009; Wang, 2008; Wang & Liao, 2008) have shown that service quality is an important predictor of user satisfaction our, study showed no such relationship. We offer some potential methodological and theoretical explanations for this inconsistency. Method ologically, demographic data provides some essential pieces of information that shed light on this new result. Most of the respondents bought nonexpensive products (30.2% pur chased clothing, 17% purchased electronics and computer hardware, 13 .2% purchased travel tickets, 10.1 % purchased books, magazines, and journals, 6.6% purchased jewellery), and among those who purchased goods, nearly a Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

20. 60 Journal of Global Information Management, 23(3), 41-71, July-September 2015 Table 3. Cultural differences.from ltim international (2009) Cultural Dimension" United States Taiwan Arab lorld Power distance index 40 58 80 Individualism 91 17 38 Masculinity 62 45 52 Uncertainty avoidance index 46 69 68 third (28.8%) shop online two to four times per year and most are well educated (over 50% bold a bachelor's degree). Inaddition, we asked participantstothink aboutawebsite from which they purchased, which likely representeda good experience, before completing the survey. It is likely that those participants, although they recognised the importance of service quality, may not have taken advantage of the B2C support provided to them. Because they were highly educated, they may have relied only on information provided on thewebsite tocomplete the transactions. Future studies shouIdtherefore account for the effectof cost of products and support services on the potential relationship between service quaIity and customer satisfac tion as wel I asmeasure theinteractionsbetween customers and online support. There may also be theoretical reasons for this outcome based on culture. Extensive culturebased service research has shown that consumers with lower powerdistance tendencies have much higher service expectationsparticularly with regard to responsive and reliable servicethan those in higher powerdistance cultures (Donthu & Yoo, 1998; Kueh & Yoon, 2007). The notion of fit between cultural values and technology, use, and outcome (Leidner & Kayworth, 2006) might provide additional explanations. Previous studies of technology adoption in the Arab world (Hill et al., 1998; Loch et al., 2003; Rouibah, 2008; Rouibah & Hamdy, 2009) have identified unique char acteristics that may clarify why perceptions of technology adoption, use, and satisfaction lead to slightly different results in comparison to studies conducted in Western cultures. Arab culture places greaterpriority and expectations on facetoface interactions than on online interactions, allows time flexibility for social transactions butrestrictstime forbusiness tasks, has fewer tendencies toward complex work, and exhibits higher uncertainty avoidance. Thus, Arab people mayhave lower expectations when transactingwith virtualEC websites thatinvolve a high degree of risk. For example, Rouibah's (2008) study of the social use of instant messaging revealed thatArab people have fewerexpectationsabout the outcomes oftheir virtual contactsthan other cultures. It found that a high percentage of the sampled respondents often reduce risk by us ing a nickname to disguise their real identity, to remain unrecognised, and to be able to so cialise with the opposite gender. To complete this potential theoretical explanation, we tum to Webbased expectationsdisconfirmation research (Bhattacherjee, 2001; Brown et al., 2008; McKinney et al., 2002), which shows a strong, directtie between high expectations and high satisfaction, as long as a user's expecta tions are reasonably met. Given the difference between the Arab world and Taiwan on Hofst ede's powerdistance scale (see Table 3), this key difference could explain the difference in the role played by service quality. However, a direct comparison between our models can not be performed without regathering data in Taiwan and comparing our newly improved measures and analysis techniques to a subset ofthe previous measures, Another limitation is that this study might sufferfroma formrecalI bias. Our study did not control the specific time oftheparticipants' pur chases in a controlled experiment. Participants were asked to think about a website with which Copyright ©2015, !GI Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

21. Journal of Global Information Management, 23(3), 41-71, July-September 2015 61 they had conducted transactions. They were asked to recall the last website they purchased fromandtoanswerthesurvey'squestions based on their opinions about that website. Although this approach was used in most related studies (Brown & Jayakody, 2008; Chen & Cheng, 2009; Wang, 2008), our data contains different strengths of recall and different time periods. An additional limitation is that this study did not consider product prices. Depending on the types of purchased products (inexpensive versus expensive), the effect of the three qual ity dimensions (information quality, system quality, and service quality) on the success dimension might vary. When participants pur chase expensive products, they might be more attentive to what websites provide in terms of the quality variables identified by the proposed model. These considerations might vary also depending onthe gap between customers' initial expectations before their purchases and their actual purchase experiences. This is in line with the results of a previous study (Au et al., 2008) that found that the three quality dimensions positively affect customer satisfaction during the initial expectation phase (before the trans action) but not after the transaction. Hence, it could be useful for future research to measure users' expectations and actual experiences with the three quality dimensions (Au et al., 2008). Furthermore, the variance explained by intention to reuse (65.4%) indicates that a large percentage of variance remains unexplained and suggests the need for additional research incorporating potential unmeasured variables that could further explain EC success in both Arab and nonArab culturesthe further test mg of which could improve the generalisability of the underlying model. We noted earlier that Arab culture scores very high on the uncertainty avoidance index, which means that potential Arab customers tend to avoid risk. Meanwhile, transacting with EC websites involves a poten tially high degree of risk. Although this study focused onthe D&MM and integrated perceived security, it did not consider perceived trust and perceived risk, despite their proposal by previous studies (Brown & Jayakody, 2008; McKnight,Choudhury, &Kacmar, 2002; Molla & Licker, 200 l; Pather et al., 2006). This is a potential research direction for our model. Furthermore, Arab culture scores high on un certainty avoidance and exhibits a tendency to avoid transacting with new B2C EC websites and to reward wellknown and wellreputed EC websites (El Said & GalalEdeen, 2009). Thus, studying the effect ofthe branding and brand im- age ofwellknown eshopping websites (Lowry et al., 2008) versus recently established EC websites may provide much deeper knowledge about the attitude of Arab consumers toward EC websites. Also, we expect that social pres ence (Gefen & Straub, 2004 ), which is a strong characteristic ofArab culture, may shed light on Arab consumers with regard to online transac tions. For example, pictures of the company and its owners on the EC website may help to convince Arab consumers that the company really exists. Arab people, including those from theGulfCooperation Countries (Kuwait, Saudi Arabia, UAE, Qatar, Sultanate of Oman, and Bahrain), are especially concerned about fake companies because of continual news reports of spam, phishing, spoofing, sniffing,and so on. Other considerations for future investiga tion include the uniqueness of the products and services offered by the website and the social aspects unique toArab culture (e.g., enjoyment and the like). Few studies have investigated the effect ofsocial and cultural factors on informa tion technology usage in the Arab world (Loch et al., 2003; Rouibah, 2008). Jn our study, we extended perceived value to include factors beyond monetary value; other factors that take on a great deal of importance in Arab culture, such as perceived enjoyment (Rouibah, 2008) and other intrinsic tnotivators (e.g., social presence), could also be considered. Rouibah (2008) also found that perceived enjoyment is a surrogate of instant messaging usage. Perceived enjoyment is a state that can change over time and refers to the extent to which using a given teclmology is perceived to be enjoyable in its own rightapart from any instrumental benefits of using it (Rouibah, 2008). Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission oflGl Global is prohibited.

22. 62 Journal of Global Information Management, 23(3), 41-71, July-September 2015 This study encourages researchers to con sider all major regions of the world as potential locations for testing our improved DM&M for EC. A region that deserves more focus is the Arab world. Because the Arab world includes 22 countries that generally share the same cul ture in terms of language, history, values, and wealth and that have an enormous investment in information technology, this culture also exhibits high diversity in terms of regional and/or ethnic and/or religious and/or linguistic affiliation level, gender level, and social class, which makesthis arich region for potential stud ies. This is why we encourage others to extend the research model to other Arab countries to ensure broader generalisability while capturing further cultural nuances that may be country or regionspecific. Inextending this work to the broader Arab world, it behoves Western researchers to avoid confusingArab culture with that of the broader Middle East. The Arab world isvast and includes several minority ethnic groupssuch as Jews, Persians, Turks, Kurds,Armenians, Turcomans, and Berbers (Curtis, 1981; Karpat, 1982; Lewis, 1997). Likew ise, many languages are spoken in the Arab world and Middle East, including Arabic, Persian, Turkish, English, French, In dian, Urdu, Berbers, etc. (Curtis, 1981; Karpat, 1982; Lewis, I997). These languages should be considered in EC reuse studies, because language is tied directly to culture and can dramatically impact websitedesign interaction considerations and usability (e.g., Arabic is read right to left, whereas English is read left to right). Our study included eight covariates and found support for only three. Moreover, further research could be conducted to test the potential influence of language on users' intention to reuse EC systems. Following the recommendations ofMcCoy, Galletta, and King (2007) and Rose and Straub (1998), this study calls for future studies to ex tend the validation ofmodels developed in the West to other cultures. Doing so may provide more insight in terms of validation of or caution regarding the applicability ofthe success model across cultures. Rose and Straub (1998) tested and validated TAM application in five Middle East countries and called for further applications ofTAM in other Arab countries, because they held that there are many cultural differences between Arab and nonArab countries. Mc Coy et al. (2007) also called for caution when applying Western technology adoption models across cultures. Finally, we believe that service quality should be further examined and built on in the EC Iiterature, especially in terms of creating more advanced operationalisations. Although we have contributed to using service quality asa formativeconstructand making itmore specific to ECin terms of website intelligence, order tracking, and online customer support=more work needs to be done to develop ECspecific conceptualisations ofservice quality. Webelieve that further development of the SERVQUAL instrument from the services literature in mar keting would be particularly useful (Donthu & Yoo, 1998; Kueh& Voon, 2007). This literature considers service quality a secondorder con structcomposed oftangibles, reliability, respon siveness, assurance, and empathy. Wang (2008) identified service quality as a multidimensional construct composed of reliability, responsive ness, assurance, and empathy but did not include enough items to properly describe and analyse it as a multidimensional construct. The remaining factor of tangibles has yet to be addressed. ln addition, we have shown that past studies that applied D&MM in EC used few subconstructs from SERVQUAL. Regardless, the formative conceptualisation ofeSERVQUALneedsto be examined in greater depth in this area because, as D&M emphasised, service quality is even more pressing in an online environment than in a traditional retail environment. CONCLUSION The primary purpose of this study was to further improve and adapt the D&MM of lS success to the context of B2C EC reuse. We did so by enhancing the ECbased adaptation of that model proposed by Wang (2008). We Copyright ©2015, IGl Global. Copying 01· distributing in print or electronic forms without written permission ofJGI Global is prohibited.

23. Journal of Global Information Management, 23(3), 4171, JulySeptember 2015 63 not only tested this model in Arab culture but also added a number of enhancements to the validity and generalisability of the model: We used the latest SEM techniques for validation and analysis; included both monetary and non monetary conceptualisations of value; used a multidimensional conceptualisation of system quality; proposed ECspecific factors involved with the conceptualisation of service quality; and employed a truly randomised sampling approach using experienced B2C consumers in the Arab world (using the specific context of Kuwait). The resuIts ofthis study largely support the D&M'Mand almost fully support the adaptation to EC by Wang (2008). The most important dif ference isthat although service quality is shown to affect value, as in the other models, it has no bearing on user satisfaction. This difference points to a compelling research opportunity to further clarify the cultural differences between the participants in our study (i.e., consumers from Kuwait) and those from the Wang study (i.e., consumers from Taiwan). We believe theoretical reasons exist for these outcome differencesreasons based particularly on the differences inpower distance between these two cultures. To further confirm this supposition, we refer to previous culturebased service research that has shown thatconsumerswith lower power distance have much higher service expectations than those in higher powerdistance cultures (Donthu & Yoo, 1998; Kueh & Yoon, 2007). More empirical data collection and theory development is needed to examine these sup positions further. We have outlined these and other exciting future research opportunities in the discussion section. ACKNOWLEDGMENT This research was funded byKuwaitUniversity, Research Grant.IQ 02/12. The author acknowl edges the Research Administration Project for its support. REFERENCES AlGahtani, S. S. (2011 ). Modeling the electronic transactions acceptance using an extended technology acceptance model. Applied Computing and infor- matics, 9(1), 4777. doi:I0.1016/j.aci.2009.04.001 AlMaghrabi, T., Dennis, C., & Vaux Halliday, S. (2011). Antecedents of continuance intentions towards eshopping: The case of Saudi Arabia. Journal of Enterprise Information Management, 24(1), 851 ll. doi:l0.1108/17410391111097447 Aladwani, A. M. (2002). An empirical investigation of electronic shopping in Kuwai t. Journal ofthe Gulf and Arabian Peninsula Studies, 29(109), 4359. Aladwani, A. M. (2003). Key Internet character istics and ecommerce issues in Arab countries. Information Technology & People, 16( I), 920. doi: I 0.1I08/09593840310462998 Aladwani, A. M., & Palvia, P. C. (2002). Develop ing and validating an instrument for measuring userperceived Web quality. Information & Man- agement, 39(6), 467476. doi:IO.l016/S0378 7206(0I)001136 Almutairi, H., & Subramanian, G. H. (2005). An empirical application of the Delone and McLean model in the Kuwaiti private sector. Journal of Computer Information Systems, 45(3), 113122. Attia, A. M., Aziz, N., Friedman, B., & Elhusseiny, M. F. (2011 ). Commentary: The impact of social networking tools on political change in Egypt's "Revolution 2.0.". Electronic Commerce Research and Applications, 10(4), 369374. doi:I0.1016/j. elerap.2011.05.003 Au, N., Ngai, E. W. T., & Cheng, T. C. E. (2008). Extending the understanding of end user information systems satisfaction formation: An equitable needs fulfillment model approach.1'4anagement information Systems Quarterly, 32( I), 4366. Bailey, J.E., & Pearson, S. W. ( 1983). Development of a tool formeasuring and analyzing coinputer user satisfaction. Management Science, 29(5), 530545. doi: l 0.1287/ninsc.29.5.530 Belkhamza, Z., & Wafa, S. A. (2008). Cultural inter pretation of ecommerce acceptance in developing countries: Empirical evidence from Malaysia and Algeria. In K. Rouibah, 0. Khalil, & A. E. Has sanien (Eds.), Emerging markets and e-commerce in developing economies (pp. 193209). Hershey, PA: IGJ Global. doi: I 0.40 I 8/978 l60566100 l.ch009 Copyright© 2015, !GI Global. Copying or distributing in print or electronic forms without written permission of!Gl Global is prohibited.

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Dimensions of business to consumer (b2 c) systems success in kuwait

Dimensions of business to consumer (b2 c) systems success in kuwait

Dimensions of business to consumer (b2 c) systems success in kuwait

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