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

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
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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
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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
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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 sat-
isfaction, 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

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
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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.
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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.

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:
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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)
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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;

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

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

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

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 inten-
tion 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, &

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

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)

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.

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

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

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

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).

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.

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.
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