Determinants of interaction intention to purchase online in less developed countries: The moderating role of technology infrastructure

Even though there is significant growth in online purchasing platforms globally, interaction with such platforms is not very popular in less developed countries (LDCs) like Yemen and needs further investigation. Thus, this empirical research aims to investigate the determinants of Yemeni consumers’ interaction intention to purchase online (IIPO) as a context for LDCs. The research developed an extended model of the technology acceptance model (TAM) by adding technology infrastructure (TI), technology anxiety (TA), social influence (SI), and self-efficacy (SE) as independent variables that impact IIPO. The study model further included technology infrastructure as a moderator. The suggested model was investigated through quantitative research with a sample of 273 Yemeni consumers. The results were estimated using partial least squares structural equation modeling (PLS-SEM). The results revealed that TI, SI, and SE have a direct positive impact on IIPO. However, perceived usefulness, ease of use, and TA showed an insignificant direct impact on IIPO. Moreover, technology infrastructure moderates the relationship between (perceived ease of use, TA, SE) and IIPO. A technology infrastructure, in contrast, does not moderate the relationships between other determinants (such as perceived usefulness and SI) and IIPO. The suggested model interpreted 70.5% of the variance in IIPO and 51.7% in perceived usefulness. There is a scarcity of empirical research investigating online purchasing behaviour in LDCs. In Yemen, particularly, the factors influencing Yemeni consumers’ interaction intention to purchase online have not been empirically determined. Moreover, this is one of the first studies to explore the moderate role of technological infrastructure in online purchasing. In this regard, this research claims its uniqueness. More implications were discussed in this study.