Factors that affect online shopping intention:The case of Lebanon

 The present study aims to explore the relationship between perceived ease of use, perceived usefulness, enjoyment, self-efficacy, and perceived behavioural control among consumers. With data collected from a sample of 201 participants, the study utilized SPSS for data analysis. Using a quantitative approach, the findings of this investigation indicate that all hypotheses proposed in the study have been accepted. Based on these results, the study offers several valuable recommendations for businesses and marketers to enhance consumer satisfaction and engagement. Emphasizing the importance of addressing perceived ease of use and usefulness can increase consumer adoption rates. Moreover, creating enjoyable experiences and instilling a sense of self-efficacy among consumers can positively influence their purchasing decisions. Understanding perceived behavioral control can also help businesses optimize their offerings to cater to consumer needs effectively. The findings and recommendations offered in this study offer practical implications for businesses and pave the way for further research in this area. Therefore, future research should focus on expanding the sample size and diversifying the participant pool to ensure broader applicability