An empirical study of factos influencing e-commerce customers' awareness in Jordan

The purpose of this paper is to explore factors influencing e-commerce customers' awareness with respect to online shopping in Jordan. A questionnaire approach was employed in this research study, in order to obtain the most appropriate information for identifying the main factors concerning e-commerce in the context of the study. A self-administrated questionnaire was used as a method for obtaining data from e-participants contacted through two universities. The following were found to be key the factors of awareness: age, previous experience, education level, culture, and English language proficiency. The results of this research show that these factors appear to have influence on the awareness of online shopping in Jordan.