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The attitude of Jordanian customers towards virtual stores

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DOI: 10.1504/IJIMB.2019.10021638

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Int. J. Islamic Marketing and Branding, Vol. 4, No. 1, 2019 59

The attitude of Jordanian customers towards virtual

stores

Mohammad Abuhashesh*,
Suleiman Jamal Mohammad and
Mohammad Al Khasawneh
Department of E-Marketing and Social Media Marketing,
King Talal Faculty of Business and Technology,
Princess Sumaya University for Technology,
Amman, Jordan
Fax: +(962-6)-5347295
Email: m.abuhashesh@psut.edu.jo
Email: s.mohmmad@psut.edu.jo
Email: m.alkhasaawneh@psut.edu.jo
*Corresponding author

Abstract: The present study aims to explore the attitude of Jordanian

customers towards virtual stores. The study was conducted during October,
2018. The population of the study involved all Jordanian customers.
A questionnaire was developed to collect the data. The study sample consisted
of 319 customers who received the questionnaires which were all retrieved.
Thus, the response rate was 100%. However, 32 questionnaires were excluded
because they were not fully filled. Thus, the sample consisted of 287 Jordanian
customers. The findings reveal that the majority of the Jordanian customers
have positive attitude towards virtual stores as they believe that such shops save
their time and money and provide excellent customer service. Thus, the
researchers recommend enforcing legislations that protect e-customers in
Jordan.

Keywords: attitude; virtual stores; customer behaviour; Jordan.

Reference to this paper should be made as follows: Abuhashesh, M.,

Mohammad, S.J. and Al Khasawneh, M. (2019) ‘The attitude of Jordanian
customers towards virtual stores’, Int. J. Islamic Marketing and Branding,
Vol. 4, No. 1, pp.59–75.

Biographical notes: Mohammad Abuhashesh is currently working as an

Assistant Professor and Head of E-Marketing and Social Media Department in
2018–2019 at the PSUT, also he worked as a President Assistant of PSUT in
2017–2018. In addition to being a Regional Trainer for Speedway LLC since
2006, he served as a General Manager at the same company in 2006–2016.
During those years, he has been creating a unique training experience for every
one that comes through Speedway training program by developing unique
training sessions that fit every employee who comes through the program. His
mission is to help and teach students to stop waiting and start creating a career
in marketing and social media strategy.

Suleiman Jamal Mohammad is currently working as an Assistant Professor in

Department Head at the Princess Sumaya University for Technology,
Department of Accounting, Amman, Jordan. He earned his Bachelor’s in

Copyright © 2019 Inderscience Enterprises Ltd.

60 M. Abuhashesh et al.

Management from the Depaul University, Chicago, Illinois, USA, followed by

a Master’s of Business Administration from the Northern Illinois University,
Dekalb, Illinois, USA and DBA in Accounting from the Argosy University,
Chicago, Illinois, USA. His work has been published in several international
journals. His research interests include Islamic banking, financial crisis and
gender diversity. In addition, to his academic experience, He worked for
15 years in the banking sector in the USA, and his last role was Senior Vice
President-Commercial Lending at Premier Bank, Wilmitte, Illinois, USA.

Mohammad Al Khasawneh is an Associate Professor in the Department of

E-Marketing and Social Media at the Princess Sumaya University for
Technology Amman, Jordan. He earned his Bachelor’s in Accounting from
the Yarmouk University, Jordan, followed by a Master’s of Business
Administration in Marketing from the Coventry University, UK and PhD in
E-Marketing from the Griffith University, Australia. His work has been
published in several international journals such as Journal of Internet
Commerce, International Journal of Electronic Marketing & Retailing, and
International Journal of Business Information Systems, and he has presented
papers at several international conferences. His research interests include
internet advertising, search engine advertising, social media marketing, viral
marketing, mobile marketing, mobile banking, consumer behaviour and
corporate social responsibility.

1 Introduction

Since 1990s, the world has been witnessing major developments. Such developments
include the emergence of the internet and the invention of many technologies that are
used in everyday life. These technologies are used in many places for shopping and
transferring money from buyers to sellers. They enable buyers to identify prices and
acknowledge the items available in the stores.
According to the Internet World States Report (2018), the number of people using the
internet exceeds 4.2 billion. This number represents 51.1% of the world’s total
population. In Jordan, the internet users have also increased exponentially. Jordan’s
population is 9.9 million (Census Bureau, 2018). According to IWS (2017), Jordanian
internet users account for 87.8% of the population. The widespread of the internet
technology has changed Jordanian customers’ behaviours. Therefore, the new life style
has impacted Jordanian business operation and marketing strategy. Jordanian customers
have become internet savvy, so business must adapt to the new changes that occur in the
Jordanian market. Thus, virtual stores have become one of the businesses that have
boomed significantly (Vazquez and Xu, 2009; Çelik, 2011).
The online shopping phenomenon has encouraged customers to shop online from
local and regional virtual stores all over the world. Therefore, this study examines the
Jordanian customers’ attitude towards virtual stores. Jordan is an example of a
developing country and it can be considered as an early adopter for online shopping.
Thus, examining the attitude of early adopters is important for the Jordanian purchase
decision.
 The attitude of Jordanian customers towards virtual stores 61

Table 1 Jordanian internet growth and population statistics

Year Users Population % Pop. Usage source

2000 127,300 5,282,558 2.4% ITU
2002 457,000 5,282,558 8.7% ITU
2005 600,000 5,282,558 11.4% ITU
2007 796,900 5,375,307 14.8% ITU
2008 1,126,700 6,198,677 18.2% ITU
2009 1,595,200 6,269,285 25.4% ITU
2010 1,741,900 6,407,085 27.2% ITU
2012 2,481,940 6,508,887 38.1% IWS
2015 5,700,000 6,623,279 86.1% IWS
2016 5,700,000 7,747,800 73.6% IWS

Shopping stores must employ new technologies that use the internet. Using technologies
for shopping will enable sellers to interact with buyers in a distinguished manner (Arslan,
2016). On the other hand, they can enable sellers to meet the demands of customers.
Also, they enable buyers to acknowledge the store items (Whiting and Nakos, 2008).
Using a virtual store can affect the purchasing decisions of customers. That is because
virtual stores enable customers to identify the items that are available in the virtual stores
as well as enabling them to purchase products in an easy manner.
It should be noted that adopting virtual shopping will increase the number of shoppers
and the number of virtual transactions (Animesh et al., 2011). According to Jung and
Pawlowski (2014), there must be more studies that shed light on virtual shopping and
e-customers.
Due to the use of technologies in the world of business, the expression e-commerce
has emerged. E-commerce refers to the process of buying and selling products or services
through the internet (Khan, 2016). This term is associated with the term virtual stores
which refer to the websites that enable customers to buy products or services from
websites through using the internet service. When buying from a virtual store, the
customer can pay online. As for the product, it must be delivered to the customer’s home
(Surech and Shasikala, 2011). It is worth mentioning that virtual stores are commonly
used in developed countries. However, they are not used as much as in the developing
countries. That is attributed to several limitations in developing countries such as the poor
infrastructure in the developing countries.
Virtual stores emerged in the United Kingdom (UK) in 1990 for the first time. Later
on, Amazon started business in 1995 through which customers can buy any type of
product they desire. For example, Amazon offers clothes, food, books, and all kinds of
merchandise. After that, major developments took place. Pizza Hut, for instance, opened
an online pizza shop. Later on, many shop owners started to open online shops due to the
benefits they can generate from them (Turban et al., 2002).
Virtual stores are useful for buyers and sellers. They enable sellers to reach out to
numerous customers and enter new markets. In addition, virtual stores allow buyers to
acknowledge the items of several stores without being forced to visit them. Thus,
customers can save time and effort and shop easily (Grandon and Pearson, 2004).
62 M. Abuhashesh et al.

Due to the expanding use of virtual stores, they have become a primary element of
corporate business strategies (Hasan et al., 2010). Such increase in usage is attributed to
the easy access of the internet (Cole, 2000). Accordingly, the researchers of the present
study believe that it is very significant to explore the attitudes of customers towards
virtual shops in developing countries such as Jordan. That may encourage shop owners to
display their products via virtual stores.

2 Statement of the problem

Technological developments have increased and spread rapidly. Such developments are
used for carrying out many activities in everyday life. They are also used today in
shopping stores. Thus, buyers can purchase products from their own homes without
having to visit the store. Virtual stores are widely spread in the developed countries. In
fact, there are many studies conducted about customers’ attitudes towards virtual stores in
the developed countries. However, there is a scarcity in the studies that aim to explore
these attitudes in the developing countries. Due to such scarcity, the researchers of the
present study aim to explore the attitudes of Jordanian customers towards virtual stores
because of the rapid growth that has exceeded 87% among the Jordanian internet users.

3 Significance of the study

The present study is significant due to several reasons. First of all, it is hoped that the
present study may fill a gap in the relevant literature. That is because there are few
studies in Jordan that shed light on this problem. Secondly the results of the present study
are useful for decision makers and officials because it enlightens them about the
willingness of Jordanian customers to use virtual stores. That will encourage decision
makers and officials in Jordan to take measures for encouraging Jordanian companies to
open virtual stores.
Moreover, the results of the present study are useful for companies’ owners and
businessmen because these results can enlighten them about the significance of
promoting a positive word of mouth (WOM). The results may also enlighten them about
the significance of engaging customers. Thus, the results are expected to enable
companies’ owners and businessmen to raise their profits and promote loyalty among
customers. Furthermore, the results will ultimately enable Jordan to achieve economic
development and keep up with the latest developments.

4 Literature review

4.1 Attitude
Attitude refers to the feelings of joy, pleasure, happiness, hatred, disgust or dislike
towards behaviour, or towards someone or something (Triandis, 1979). It also refers to
one’s negative or positive feelings towards a certain act or behaviour. Such feelings are
determined through assessing the act or behaviour based on one’s values and beliefs and
the consequences derived from that act or behaviour (Ajzen, 1991).
 The attitude of Jordanian customers towards virtual stores 63

In addition, the empirical definition of attitude refers to the attitude of Jordanian

customers towards virtual stores. The researchers of this study aim to identify the latter
attitudes through using a questionnaire.
Culture can affect customers’ attitudes towards products or services (Alam et al.,
2011; Al Khasawneh, 2015a; Al Khasawneh and Shuhaiber, 2018; Cleveland et al., 2013;
Terzi et al., 2016). Online shopping attitude refers to the consumers’ psychological state
when purchasing a product or service through the internet. It should be noted that
e-customer attitude will significantly affect his/her shopping behaviour (Shergill and
Chen, 2005). The customer attitude significantly affects his/her purchasing intention and
decisions as well (Al Khasawneh and Shuhaiber, 2013; Al Khasawneh and Irshidat, 2017;
Al Khasawneh, 2015b; Alsamydai and Al Khasawneh, 2013; Jun and Jaafar, 2011).
Due to the significance of attitude, the researchers believe that it is necessary to
explore customer attitudes by companies and researchers. That will enable managers to
set strategies for improving such attitudes which will eventually raise companies’ profits.

4.2 Virtual stores

A virtual store refers to the websites that enable customers to buy products or services
through using the internet service. When buying from virtual stores, the customer pays
money online for a product which is delivered to the customer’s home (Surech and
Shasikala, 2011). A virtual store may be called internet shop, web-store, web-shop,
online store, e-shop virtual-shop or e-store (Alkasassbeh, 2014). Operationally, virtual
stores can be defined as the websites used by Jordanian customers for buying and selling
products and services online.
Virtual stores can be used at any time or place which makes it a flexible and
convenient means of shopping (Kırcova, 2005). Customers prefer using virtual stores
because it enables them to purchase quickly as virtual stores provide customers with
information about the product they are searching for. Virtual stores also affect customers’
purchasing decision because they provide customers with adequate information about
products (Frost and Strauss, 2016; Chong et al., 2016).
On the other hand, virtual stores do not require recruiting sale employees. However,
they require visual and audio tools such as home page design, graphics, visualisation,
colour, background music, signs, and etc. (Chaffey and Ellis-Chadwick, 2016). They,
further, enable customers to conduct a comparison between products. They enable
customers to evaluate products and buy products from any place at any time. They allow
customers to find cheaper products and services. They, finally, deliver products on-time
and save them money.
On the other hand, there are advantages derived from virtual stores for the favour of
organisations (Adıgüzel, 2010). For instance, these stores reduce the costs associated with
storing, processing and retrieving information. In addition, running an online shop
requires few employees. Thus, that helps organisations to reduce costs and save expenses
(Turban et al., 2002).
However, e-commerce is associated with many risks and privacy problems (Pavlou,
2003) especially when conducting transactions (Lim, 2003), but providing e-customers
with adequate data can decrease the risks associated with e-commerce (Milne and
Culnan, 2004). On the other hand, there are many benefits derived from virtual stores for
the benefit of customers. First, virtual stores lead customers to save money and time.
64 M. Abuhashesh et al.

They also enable customers to shop at any time and from any place. Furthermore, they
can be accessed easily and quickly. In addition, they give customers the chance to access
information about the products they are targeting. Moreover, they allow customers to find
the products that cannot be found locally and review the comments made about products
before purchasing them (Khan, 2016).
Finally, there are benefits derived from virtual stores for the benefit of companies as
these stores can raise customer loyalty and retention and improve the customer-supplier
relationship. They can improve the company and its brand image. Finally, virtual store
can reduce the costs of transportations, procurement, operations and maintenance as well
(Khan, 2016).

4.3 The effect of WOM on virtual stores

WOM refers to the spread of information from one consumer to another about a specific
product, service or market. All customers are affected by the WOM. Thus, companies
seek promoting a positive WOM about their products and services. It is considered part
of their marketing plans and strategies. A positive WOM may raise sales’ volume and
profits. In fact, it was found that 80% of customer purchasing decisions are affected by
WOM. A WOM also affects customer attitudes towards stores (Calder et al., 1981). It is
noted that loyal customers seek providing a good WOM to encourage people to buy the
concerned product (Feick and Price, 1987).
In this regard, the following hypothesis was developed:
H0.1 The WOM does not affect the Jordanian customer attitude towards virtual stores.

4.4 Customer attitude towards virtual stores

Alkasassbeh (2014) aimed to identify the factors that affect the customer attitudes
towards online shopping in Tabuk, Saudi Arabia. He selected a random sample and
designed a questionnaire. 300 questionnaire forms were distributed. However, 233 were
retrieved. 214 questionnaires were valid for statistical analysis. Thus, the sample
consisted of 214 customers. The researcher analysed data using the SPSS program.
The findings revealed that perceived risk, product involvement, perceived ease of use,
and perceived usefulness could significantly affect the customer attitudes towards online
shopping in Tabuk, Saudi Arabia.
Al-Debei et al. (2014) conducted a study to identify the effect of trust, perceived web
quality and perceived benefits on Jordanian customers’ attitudes towards online
shopping. The sample consisted of 273 Jordanian customers. A questionnaire was used
for collecting data. It was found that there was a positive correlation between Jordanian
customers’ attitudes towards online shopping on one hand and trust and perceived
benefits on the other hand. It was also found that the perceived web quality does not
affect Jordanian customers’ attitudes towards online shopping.
Nabot et al. (2014) also carried out a study to identify consumers’ attitudes towards
online shopping in Jordan. A questionnaire was used to collect data. 50 questionnaire
forms were distributed and the sample was selected randomly. All of the distributed
forms were filled and returned. All of the retrieved forms were valid for statistical
analysis. Thus, the response rate was 100%. The findings indicate that consumers’
attitudes towards online shopping in Jordan is positive. It was also found that Jordanian
 The attitude of Jordanian customers towards virtual stores 65

customer intention to shop online and attitude towards online shopping were both
affected by the lack of professionals, poor competency in using technology, and poor IT
infrastructure. They were, further, affected by the security problems associated with
online payment, delivery service concerns, and lack of trust in e-retailers.
Shergill and Chen (2005) sought to explore the attitudes of consumers in
New Zealand towards online shopping. 149 questionnaire forms were distributed.
However, 102 forms were retrieved. All of the retrieved forms were valid for statistical
analysis. It was found that the consumers in New Zealand had positive attitudes towards
online shopping. It was also found that virtual stores enabled customers to conduct
transactions easily and quickly. Besides, these stores offered competitive prices. They
were capable of meeting and identifying customer needs. They could also provide
customers with adequate details and in-depth information. Moreover, respondents
received all the items they ordered when using virtual stores. Finally, it was found that
the received products met the description displayed online.
Sulatan and Uddin (2011) intended to explore customers’ attitudes towards virtual
stores in Sweden. Through a convenience sampling technique, a sample was selected.
It consisted of 100 customers. Questionnaire forms were distributed to a sample selected
from Gotland University. All forms were filled and returned and were valid for statistical
analysis. The findings reveal that customers’ attitudes towards virtual stores in Sweden
were positive. In addition, respondents did not feel secure when purchasing products
from online shops although these stores were easy to use. The stores delivered products
on-time. However, shopping from virtual stores did not save time.
Akbar et al. (2014) aimed to explore customers’ attitudes towards virtual stores in
Pakistan. Questionnaire forms were used to collect data. 101 questionnaire forms were
distributed and collected. All retrieved forms were valid for statistical analysis. It was
found that customers in Pakistan had positive attitudes towards virtual stores. These
customers also preferred home delivery. Moreover, the researchers found that virtual
stores saved time. It was found that virtual stores were useful for workers who did not
have much free time.
Finally, Nadu (2017) aimed to explore customer attitudes towards virtual stores in
Kanyakumari, India. 100 questionnaire forms were distributed. The response rate was
100%. All of the retrieved forms were valid for statistical analysis. The findings indicate
that Indian customers had positive attitudes towards virtual stores in Kanyakumari. It was
also found that these stores enabled customers to save time and conduct a comparison
between products easily as well as search for products easily.
Now, we move to the second hypothesis:
H0.2 The Jordanian customer does not have a positive attitude towards virtual store.

4.5 Customer engagement

Customer engagement can positively affect customer behaviour. It can encourage
customers to spend more time and money on shopping and to re-visit the virtual store.
Thus, such engagement can raise profits and affect customer purchasing decisions
(Wakefield and Baker, 1998; Abuhashesh, 2014). Customer engagement can significantly
affect customer attitude as well (Saks, 2006). It can build an emotional connection
between the company and its customers. Such engagement involves customer interaction
and participation. One of the most important forms of customer engagement is
66 M. Abuhashesh et al.

represented in exchanging information with customers. It, thus, enables companies

to identify and meet customers’ needs (Vivek, 2009). It can significantly promote
loyalty among customers (Bowden, 2009). Customer engagement includes making
recommendations and ratings and reading customer reviews as they can write their
reviews about products and services (Amblee and Bui, 2014). Finally, customer
engagement has a mediating impact on the relationship between customer attitude and
behaviour (Liu and Zhao, 2015).
In this regard, the following hypothesis was developed:
H0.3 The Jordanian customer engagement does not affect attitudes towards virtual
stores.

5 Methodology

In order to examine the hypotheses and research questions, a quantitative methodology

has been used as it allows producing numerical data that can be changed into useable
insights. A quantitative approach is considered as the most suitable method for
investigating the current study since it is frequently used to measure demeanours,
opinions, behaviours, and other characteristic factors in order to generalise results from a
large population sample. A questionnaire has been prepared and adjusted using prior
studies that have investigated the internet and virtual stores. However, some alterations
were made to make it precisely relevant to measuring the set of relevant variables for the
current study.

5.1 The study instrument

The researchers of the present study designed a questionnaire based on the questionnaires
of Shergill and Chen (2005) and Nadu (2017). The questionnaire was translated into
Arabic to ensure that all respondents understand the questionnaire. The questionnaire
consisted of two parts. In the first part, the respondents were asked to provide some
demographic data that included gender, age, education level, marital status, employment
status and monthly household income. The first part of the questionnaire also included
yes/no questions to determine if the customers have shopped online. As for the second
part, it included several statements measuring their online shopping. A five-point Likert
scale was adopted to identify the respondents’ attitudes.

5.2 Population and sample

The study was conducted during October, 2018. A questionnaire was developed by the
researchers for collecting data. 319 questionnaire forms were distributed to Jordanian
customers. All of them were retrieved. Thus, the response rate was 100%. However,
32 questionnaire forms were excluded because they were not fully filled. Thus, the
sample consists of 287 Jordanian customers. As for the population, it involves all the
Jordanian customers. The full details of the respondents’ characteristics will be presented
in 5.7.
 The attitude of Jordanian customers towards virtual stores 67

5.3 Data collection

Two types of data were collected:
a primary data: data collected through the questionnaire
b secondary data: data collected through reviewing studies, books, and articles.

5.4 Data analysis

The SPSS program was used for analysing the collected data. Means, percentage and
standard deviations were calculated. The Cronbach alpha coefficient value was calculated
as well in order to measure the reliability of the study instrument. Table 2 presents the
criteria that were adopted for classifying means and percentages into high, moderate, and
low values.
Table 2 Criteria adopted for classifying means and percentages

Level Mean Percentage %

Low 0–2.33 0%–46.8%
Moderate 2.34–3.65 46.8%–73.2%
High 3.66–4.60 73.2%–92%
Very high 4.61–5 92.2%–100%

5.5 Instrument’s reliability

The researchers of the present study calculated the overall value of Cronbach alpha
coefficient. It was found that the value was 0.815 which is a high value. That means that
the instrument is highly reliable and provides reliable results.

5.6 Instrument’s validity

The researchers passed the instrument to a panel of experts. These experts are university
professors who have adequate knowledge. They were asked to provide their opinions
about the statements in terms of language and relevancy. The experts suggested some
changes in order for the instrument to be valid and reliable. Therefore, some
modifications were made in light of the experts’ comments.

5.7 Respondents’ characteristics

Table 3 presents the respondents’ demographic characteristics.
The sample consisted of 287 individuals. 51.9% of the respondents were males,
whereas 48.1% of the respondents were females. In terms of age, 74.2% of the
respondents were within the age range of 18–25 years. 10.1% of the respondents were
within the age range of 25–30 years, and 4.9% were within the age range of 30–35.
Finally, 10.8% of the respondents were greater than 40 years.
68 M. Abuhashesh et al.

40.8% of the respondents earn a monthly household income less than 2,500 JDs.
34.5% of the respondents earn a monthly household income within the range of
2,500 JDs–5,000 JDs. 41% of the respondents earn a monthly household income that is
less than 2,500 JDs.
In terms of marital status, 83.3% of the respondents were single, whereas 13.8% of
the respondents were married. In terms of education, 55.4% of the respondents hold a
BA degree. 30.7% hold a diploma degree and 5.9% hold an MA degree. 2.8% of the
respondents hold a PhD degree, and 5.2% hold a secondary school certificate. In terms of
the employment status, 56.8% of the respondents were students. 32.1% were employed.
7% were self-employed. 2.4% were homemakers.
Table 3 The demographic characteristics of the respondents

Gender Frequency %
Gender Female 149 51.9%
Male 138 48.1%
Age 18–25 213 74.2%
25–30 29 10.1%
30–35 14 4.9%
35+ 31 10.8%
Education BA degree 159 55.4%
level
PhD degree 8 2.8%
Secondary school certificate 15 5.2%
MA degree 17 5.9%
Diploma 88 30.7%
Marital Not-single 40 13.9%
status
Divorced 5 1.7%
Single 239 83.3%
Widowed 3 1%
Employment A homemaker 7 2.4%
status
A student 163 56.8%
Employed 92 32.1%
Retired 5 1.7%
Self-employed 20 7%
Total 10,000 or more 21 7.3%
household
income 2,500 to 5,000 99 34.5%
5,000 to 10,000 49 17.1%
Less than 2,500 118 41.1%
Total 287 100%
 The attitude of Jordanian customers towards virtual stores 69

6 Results and discussion

6.1 Results and discussion related to the first hypothesis

H0.1 The WOM does not affect the Jordanian customer attitude towards virtual stores.
Table 4 presents the results of the statistical analysis that concern the yes/no questions
related to the respondents’ attitude of the effect of the WOM towards virtual stores.
Table 4 Results of the statistical analysis that concern the yes/no questions related to the
respondents’ attitude of the effect of the WOM towards virtual stores

Question Answer Frequency Percentage %

Q.1 Do you use your phone or computer to shop in Yes 180 62.71%
virtual stores? No 107 37.29%
Q.2 Can the positive word of mouth promote a Yes 230 80.13%
positive attitude within me towards such stores? No 57 19.86%

Based on Table 3, it is found that 62.71% of Jordanian customers shop through virtual
stores. The percentage is considered moderate. This indicates that there are still many
limitations hindering the use of virtual stores in Jordan. Following Khan (2016), these
limitations include: the lack of education, the nature of the cultural tradition, high cost of
internet service and political problems. Such challenges also include: the lack of online
security and trust-related problem. These limitations appear more in developing
countries. Thus, these all hinder people from engaging in e-commerce in developing
countries (Khan, 2016). As mentioned earlier, and in accordance with Nabot et al. (2014),
the limitations hindering people from using online shops include poor mapping
infrastructure, absence of a reliable delivery system for delivering the purchased goods,
and the lack of knowledge and awareness about the benefits of e-commerce among
retailers and consumers.
Table 4 indicates that 80.13% of the respondents believe that a positive WOM can
promote a positive attitude towards virtual stores. This indicates how significant the
WOM is. This result is in agreement with the ideas suggested by Calder et al. (1981) who
suggest that a good WOM can affect customers’ attitudes towards virtual stores.
Thus, the first hypothesis is rejected. That means that the WOM can affect the
Jordanian customers’ attitudes towards virtual stores. In the light of this result, the
owners of virtual stores must seek setting strategies and plans for promoting a positive
WOM about their websites and the products they offer.

6.2 Results and discussion related to the second and third hypotheses
H0.2 The Jordanian customer does not have a positive attitude towards virtual store.
H0.3 The Jordanian customer engagement does not affect his attitude towards virtual
stores.
Table 5 presents the means and standard deviations of the statements related to these two
hypotheses.
70 M. Abuhashesh et al.

Table 5 Mean and standard deviations for the statements related to the second and third
hypotheses

Standard
No. Statement Mean Level
deviation
Pleasure and satisfaction 4.47 1.12 High
1 I am satisfied with shopping from virtual stores. 4.01 1.12 High
2 I enjoy shopping from virtual stores. 4.93 1.12 Very high
Privacy and security 3.807 1.06 High
3 Virtual stores protect my information. 3.6 1.108 High
4 Virtual stores are trustworthy. 3.72 1.02 High
5 I feel safe and secure when shopping form virtual 3.91 1.07 High
stores.
6 Virtual stores have adequate security features. 4.0 1.05 High
Time saving 4.265 1.02 High
7 Shopping from virtual stores requires less time than 3.91 1.04 High
conventional shopping.
8 Purchasing a product from virtual stores does not 4.62 1.01 Very high
take much time.
Customer service 4.363 1.01 High
9 Virtual stores are willing and ready to respond to 4.9 1.02 Very high
customer needs and demands.
10 Inquiries are answered promptly. 3.61 1.01 High
11 When I have a problem, virtual stores show a 4.58 1.00 High
sincere interest in solving it.
Reliability of virtual stores 4.286 0.86 High
12 When shopping from virtual stores, the products are 4.7 1.02 Very high
delivered on the specified time.
13 When shopping from virtual stores, I receive all the 4.2 0.82 High
items that I asked for (i.e., there is nothing missing).
14 When shopping from virtual stores, the products that 3.96 0.75 High
I receive meet the descriptions displayed online.
Convenience and flexibility 4.247 0.786 High
15 Shopping from virtual stores enables me to avoid the 4.4 0.64 High
traffic problem.
16 Virtual stores provide a variety of products. 4.08 0.95 High
17 Shopping from virtual stores is characterised by 3.69 0.93 High
flexibility because I can shop at any time I choose
and from any place.
18 Virtual stores are easy and quick to use. 4.72 0.64 Very high
19 Virtual stores can meet my needs and demands. 4.32 1.05 High
20 Virtual stores provide me with adequate details and 4.22 1.22 High
information about products and services.
21 Virtual stores provide me with competitive prices. 4.3 0.072 High
Customer engagement 3.70 0.51 High
22 Virtual stores enable me to engage more in the 3.70 0.51 High
shopping process. That’s why I like shopping from
virtual stores.
Overall 4.18 0.916 High
 The attitude of Jordanian customers towards virtual stores 71

Based on Table 5, it was found that the overall attitude of the Jordanian customers
towards virtual stores is positive. That is because the overall mean is 4.18 which is a high
mean. The latter result is in agreement with the results concluded by Shergill and Chen
(2005), Sulatan and Uddin (2011), Akbar et al. (2014) and Nadu (2017). It was also
found that Jordanian customers are highly satisfied with shopping from virtual stores.
They enjoy shopping from virtual stores as the means of statements 1 and 2 are 4.01 and
4.93 respectively.
Moreover, Jordanian customers feel that their information is protected when using
virtual stores. They also feel that such stores are trustworthy. In addition, they believe
that such stores have adequate security features. They feel safe and secure when shopping
from virtual stores. This is not in agreement with the result concluded by Sulatan and
Uddin (2011) because the means of statements 3, 4, 5 and 6 are: 3.6, 3.72, 3.91, and 4.0
respectively.
Furthermore, Jordanian customers believe that shopping from virtual stores requires
less time than conventional shopping. Jordanian customers believe that purchasing
products from such stores does not require much time either. The means of statements 7
and 8 are 3.91 and 4.62 respectively. The latter results are in agreement with the results
concluded by Grandon and Pearson (2004) and Khan (2016). However, they disagree
with the results concluded by Sulatan and Uddin (2011) and Akbar et al. (2014).
The results of the questionnaire make it clear that virtual stores are willing and ready
to respond to customer needs, demands and inquiries. It was concluded that virtual stores
show a sincere interest in solving customer problems. This is because the means of
statements 9, 10 and 11 are 4.9, 3.61 and 4.58 respectively. In addition, virtual stores in
Jordan deliver all the requested products on the specified time without having any item
missing. The latter result is in agreement with the results concluded by Sulatan and Uddin
(2011) and Turban et al. (2002). Also, the products purchased from virtual stores meet
the descriptions displayed online; the means of statements 12, 13 and 14 are 4.7, 4.2 and
3.96 respectively.
Virtual stores enable Jordanian customers to avoid the traffic problem. They provide
Jordanian customers with a variety of products. They are characterised by flexibility
because they enable Jordanian customers to shop at any time and from any place they
desire. The latter result is in agreement with the result concluded by Grandon and
Pearson (2004). Moreover, virtual stores are easy and quick to use. This is in agreement
with the results concluded by Khan (2016) and Sulatan and Uddin (2011).
Furthermore, virtual stores can meet the customer needs. These stores can provide
Jordanian customers with adequate details and information about products and services.
This result is in agreement with the result concluded by Shergill and Chen (2005) and
Turban et al. (2002). These stores can provide Jordanian customers with competitive
prices as well, thus supporting Shergill and Chen (2005). The means of statements 15, 16,
17, 18, 19, 20, and 21 are 4.4, 4.08, 3.69, 4.72, 4.32, 4.22 and 4.3 respectively.
Finally, virtual stores can significantly engage Jordanian customers in shopping. This
can significantly promote positive attitudes within Jordanian customers towards virtual
stores. This result is in agreement with the results concluded by Amblee and Bui (2014),
Bowden (2009), Wakefield and Baker (1998) and Saks (2006); the mean of statement 23
is 3.70.
Table 6 presents the ranks of the study’s areas based on the arithmetic means.
72 M. Abuhashesh et al.

Table 6 Ranks of the study’s areas

Area Mean Rank

Customer engagement 3.7 Seventh
Privacy and security 3.807 Sixth
Convenience and flexibility 4.247 Fifth
Time saving 4.265 Fourth
Reliability of virtual stores 4.286 Third
Customer service 4.363 Second
Pleasure and satisfaction 4.47 First

Based on Table 6, it can be concluded that Jordanian customers are satisfied with virtual
stores since virtual stores enable them to save time and feel secure. Jordanian customers
believe that the customer services of virtual stores are excellent. They also believe that
virtual stores are reliable, trustworthy, convenient, and flexible. Moreover, they believe
that virtual stores enable them to engage in the shopping process. Based on Table 6, the
areas are ranked as follows: pleasure and satisfaction, customer service, reliability of
virtual stores, time saving, convenience and flexibility, privacy and security and customer
engagement.
Thus, the second hypothesis is rejected. That means that Jordanian customers have a
positive attitude towards virtual stores. The second hypothesis is rejected due to the
means presented in Table 5 and Table 6. It is rejected because the overall mean in Table 5
is 4.18. In the light of this result, owners of stores in Jordan must display their products
through virtual stores.
In addition, the third hypothesis is rejected. That means that Jordanian customers’
engagement affects their attitude towards virtual stores. It is rejected because the mean of
statement 22 is 3.70. In the light of this result, the owners of virtual stores must engage
customers in the decision making processes. These owners must engage customers in
setting strategies. They must engage customers in assessing the performance of these
stores.

7 Conclusions

In light of the collected data, the researchers of the present study conclude that Jordanian
customers have positive attitude towards virtual stores although they do not use virtual
stores much. They enjoy shopping from virtual stores. They feel satisfied with shopping
from such stores. Furthermore, virtual stores enable Jordanian customers to save time and
money. Jordanian customers are satisfied with the customer services of virtual stores.
They believe that virtual stores are reliable, secure and capable of protecting their
information. They think that virtual stores are convenient and flexible means for
shopping as well because one can shop online from any place at any time through using
virtual stores. Virtual stores can significantly engage Jordanian customers. Customer
engagement can significantly promote positive attitude within customers towards virtual
stores. Additionally, a good WOM can promote positive attitude among Jordanian
customers towards virtual stores. Thus, much attention should be paid to customer
engagement and WOM.
 The attitude of Jordanian customers towards virtual stores 73

7.1 Implications
In the light of the aforementioned results, organisations should use modern technology
for displaying their products and services. They need to participate in increasing their
customer satisfaction. In addition, managers must use virtual channels to communicate
with customers and hence increase sales. They also need to improve their online stores.
That can be done through improving the design and the layout of the website. That, in
turn, will result in increasing profits.

7.2 Recommendations
Taking into consideration the aforementioned results, the researchers recommend
enforcing legislations that protect e-customers in Jordan. They recommend reducing the
fees of internet service and improving this service in Jordan. That may raise the number
of e-customers in Jordan. The researchers also recommend promoting awareness of
managers in companies about the significance of promoting a good WOM and engaging
customers. That can be done through holding courses and workshops. The researchers
further recommend conducting studies about the limitations hindering the use of virtual
stores in Jordan. They recommend providing solutions to address such limitations as well
as conducting studies about the advantages of virtual stores for the companies and
business organisations that are located in developing countries. They, finally, recommend
developing software and applications of online shops regularly in order to reduce the
risks associated with using them.

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