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Information Systems Framework to Conceptualise the Role of Awareness in E-Commerce Success in Developing Countries: Jordanian Context

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INFORMATION SYSTEMS FRAMEWORK TO CONCEPTUALISE THE ROLE OF AWARENESS IN E-COMMERCE SUCCESS IN DEVELOPING COUNTRIES: JORDANIAN CONTEXT A Doctoral Thesis Submitted in Partial Fulfilment of the Award of Doctor of Philosophy of the University of Portsmouth By Husam Yaseen Supervisor Dr. Kate Dingley School of Computing University of Portsmouth PORTSMOUTH October 2017 ABSTRACT The increasing number of Jordanian Internet users should naturally be reflected in e-commerce conversions. However, this is not the case. Although social-media users in Jordan are becoming more engaged and involved in social-media transactions, e-commerce activities have not experienced a similar trend. This issue has been identified in the literature as the e-commerce awareness paradox, wherein customers are partially aware but are not engaged. This thesis investigates the lack of e-commerce adoption in Jordan, with special emphasis on exploring the role of awareness in e-commerce adoption. Using a mixed-method approach comprising Archival Research, Survey, Interviews, Focus group, and Narrative Inquiry Ethnography research, this thesis has emphasised that awareness should not be perceived as a holistic entity that influences the engagement of e-commerce, but rather as multiple degrees of awareness associated with different e-commerce processes. This thesis contributes to the Information Systems body of research by providing a new quantitative mapping technique. It projects a non-integral view of awareness on the e- commerce processes, which has resulted in identifying four distinctive awareness levels. Those four levels of awareness are Awareness of Products/Services (AOP/S), Awareness of Brand (AOB) Awareness of Payment (AOP), and Awareness of Delivery (AOD). Consequently, this mapping technique helped to put awareness into perspective as to what process of e-commerce needs to be tackled to appropriately help e-commerce practitioners to identify where they need to focus on the online acquisition journey. In addition, it provides an innovative level of stakeholder involvement that helped in identifying the role of the businesses and stakeholders in facilitating e-commerce. This has helped to provide several solutions to overcome many barriers that impediment the adoption of e-commerce in Jordan. Finally, this thesis provides a generic framework through the deployment of e-commerce processes, levels of awareness, and, stakeholders’ involvement which helps to integrate the process of successful e-commerce adoption within the Jordanian context. It contributes to gain a better understanding of the different level of awareness, which needs to be considered in each process of e-commerce for successful online shopping. 1 | P a g e DECLARATION Whilst registered as a candidate for the above degree; I have not been registered for any other research award. The results and conclusions embodied in this thesis are the work of the named candidate and have not been submitted for any other academic award. Husam Yaseen 2 | P a g e ACKNOWLEDGEMENT IN THE NAME OF ALLAH, THE MOST GRACIOUS AND THE MOST MERCIFUL Praise and glory be to Allah the Almighty God who gave me the strength to pursue this thesis. This thesis is dedicated to my parents Fakhri and Firyal, if it were not for you, I would not have finished this work. Your support, prayers, encouragement, and constant love have sustained me throughout my life. I would like to thank my sisters and brother for their support and prayers. My special appreciation is to my supervisor Dr. Kate Dingley for her endless support, encouragement, assistance, guidance and amusing comments, which I appreciate enormously. Thank you for stepping in when I needed the most, your cheerful words changed my life. I would also like to thank my second supervisor, Dr. Carl Adams for his invaluable and critical feedback. Not to forget my mentor and research fellow Dr. Mohammed Al Husban whom I have had the privilege to work with on different research. I will never forget the nights we spent trying to make sense of the world throughout our research. Thank you, Dr. Mohammed Al Husban. My heartfelt thanks go to my colleagues and friends and everyone who has encouraged me to achieve my goals. Finally, my thanks to all the participants who gave their time and knowledge to inform this research. 3 | P a g e For my beloved parents Fakhri & Firyal For my adored wife Rabeah For my daughter Aycel Yaseen 4 | P a g e TABLE OF CONTENTS ABSTRACT ............................................................................................................................... 1 DECLARATION ....................................................................................................................... 2 ACKNOWLEDGEMENT ......................................................................................................... 3 TABLE OF CONTENTS .......................................................................................................... 5 LIST OF TABLES .................................................................................................................... 9 LIST OF FIGURES AND GRAPHS ..................................................................................... 10 LIST OF ABBREVIATIONS ................................................................................................. 11 LIST OF PUBLICATIONS .................................................................................................... 12 CHAPTER 1: INTRODUCTION ........................................................................................... 13 1.1 INTRODUCTION .............................................................................................................. 14 1.2 E-COMMERCE BACKGROUND ................................................................................................. 14 1.2.1 TYPES OF E-COMMERCE ....................................................................................................... 16 1.2.1.1 BUSINESS TO BUSINESS (B2B) ...................................................................................................... 16 1.2.1.2 BUSINESS TO CONSUMER (B2C) .................................................................................................. 17 1.2.1.3 CONSUMER TO CONSUMER (C2C) ............................................................................................... 18 1.2.1.4 CONSUMER TO BUSINESS (C2B) .................................................................................................. 18 1.2.1.5 BUSINESS TO GOVERNMENT (B2G) ............................................................................................. 19 1.2.1.6 SOCIAL E-COMMERCE .................................................................................................................. 19 1.2.2 THE RELATIONSHIP BETWEEN E-COMMERCE AND E-BUSINESS ........................................... 19 1.2.3 E-COMMERCE VS TRADITIONAL COMMERCE ....................................................................... 20 1.2.4 E-COMMERCE STAKEHOLDERS ............................................................................................. 21 1.3 RESEARCH AIM ................................................................................................................ 21 1.4 RESEARCH QUESTION AND OBJECTIVES ......................................................................... 22 1.5 RESEARCH MOTIVATION................................................................................................. 23 1.6 RESEARCH IMPORTANCE ................................................................................................ 24 1.7 THESIS STRUCTURE ......................................................................................................... 24 CHAPTER 2: LITERATURE REVIEW ................................................................................ 27 2.1 INTRODUCTION .............................................................................................................. 28 2.2 RESEARCH BACKGROUND ............................................................................................... 28 2.3 E-COMMERCE READINESS IN JORDAN ............................................................................ 29 2.3 BARRIERS TO E-COMMERCE ........................................................................................... 30 2.3.1 TECHNOLOGICAL BARRIERS ................................................................................................. 31 2.3.2 LEGAL BARRIERS ............................................................................................................................. 33 2.3.3 COGNITIVE BARRIERS ..................................................................................................................... 35 2.4 ENABLERS OF E-COMMERCE .......................................................................................... 39 2.5 E-COMMERCE AWARENESS ............................................................................................ 40 5 | P a g e 2.6 CHAPTER SUMMARY ................................................................................................. 44 CHAPTER 3: A REVIEW OF THE CONTEXT OF THE STUDY – JORDAN ................. 45 3.1 INTRODUCTION .............................................................................................................. 46 3.2 ABOUT JORDAN .............................................................................................................. 46 3.3 E-COMMERCE IN JORDAN ..............................................................................................
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