Dimensions of Business-to-Consumer (B2C) Systems Success in Kuwait : Testing a Modified DeLone and McLean IS Success Model in an E-Commerce Context

An extensive body of research has tested the DeLone and McLean (2003) information systems success model in many contexts. Surprisingly, few of these studies have applied it to e-commerce. A study by Wang (2008) represents one such initiative, but it is crucial to address several remaining gaps associated with that study. Moreover, no e-commerce success model has considered the Arab world, which exhibits unique cultural factors influencing e-commerce. Our study considers an improved IS success model for e-commerce in the Arab world. We based our model on that of Wang (2008) and added several enhancements to the validity and generalisability of his efforts, used the latest SEM techniques, including both monetary and nonmonetary value conceptualisations, used a multidimensional conceptualisation of system quality, and proposed specific factors of e-commerce service quality. We tested the proposed research model with a truly randomised sampling approach using 288 experienced business-to-consumer (B2C) consumers in the Arab world. The results largely support our hypothesised model. The most important difference between our results and those of previous studies is our finding that although service quality influences value, it has no bearing on user satisfaction in an Arab context. This study will be useful for practitioners and researchers seeking to improve understanding of B2C e-commerce success in the Arab world