Abstract: Purpose–People today are living in an era of progress and civilization that deeply affectstheirlife and ways of thinking. The Internet has greatly influenced people's live style and shifted it toward an easier one. This study presents a model that would aid in understanding the research premises regarding online purchaseintention. Design/Methodology/Approach–A survey was conducted on 238 participants in Saudi Arabia. Findings – The findings reveal that online purchase intentionis significantly influenced by perceived usefulness, which is the salient predictor, followed by perceived ease of use, perceived enjoyment, and adoption of e-word of mouth comments. Furthermore, the results confirmed that perceived enjoyment and credibility of e-word of mouthhad no impact ononline purchase intention. Originality –
Keywords: Virtual purchase, Perceived usefulness, Perceived ease of use, Perceived enjoyment, Perceived security, Electronicword of mouth.
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