The Impact of Security Protection on Online Shopping Intention upon Jordanian Markets

The fast growth of e-commerce and online transaction motivate many firms to set up businesses over internet. Since using internet to purchase online is still poor in comparison with other online activities, exploring factors that effect online purchase intention is necessary. So, this paper attempts to fill this gap by examining the impact of security protection that affects online purchase intention. However, most of prior researches have examined online purchase intention in the developed countries, few studies have investigated the factors that enhance individual’s intention to purchase online especially in the developing countries. With regard to the different nature, this paper aims to detect what drive individuals to shop online and how security protection affects their intention to shop online. The paper proposes that security protection positively associated with customer’s shopping intention. The finding of this research may give new opportunity for future researcher to measure the effect of security protection on online shopping intention empirically.