E-Consumer Behaviour Convergence and Divergence Factors in Middle East: A Case Study of Jordan

Due to dynamic changes occurring in e-commerce in the Jordanian market, the examination of consumers’ behaviour is relevant to develop the strategic directions of business activities and the shaping of the country’s policies. This paper provides an analysis of the e-consumer behaviour phenomenon in Jordan, through a combination of reviewing the literature and carrying out a survey. As the result, this study seeks to understand the antecedents that influence the Jordanian customers’ online shopping behaviour by considering the Internet adoption rate, mobile phone usage, cultural orientation, trust in electronic markets, and economic status. Selecting qualitative research approach, it is possible to establish strong relationships between internet connection and online buying activity, emphasizing the role of technology connectivity in people’s behaviors. Further, this research measures the influence of cultural attitudes and trust in e-shops affecting customers’ decision to buy products through the Internet, stressing the significance of consumer trust and cultural sensitivity in online shopping. In addition, the research identifies the variability in consumers’ spending behaviors adjusting to the economic changes and the importance of the sensitive approaches suitable for the changing economic environment. The findings provide crucial advice to organisations interested in leveraging the rapidly expanding e-commerce market in Jordan and other parts of the Middle East, while also providing support for the notion that strategies appropriate for Jordan must be carefully chosen to meet the particular needs of the country’s consumers.