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The purpose of this study is to clarify the theoretical problem and identify factors that could explain the level of continuance intentions towards e‐shopping. It aims to propose a revised technology acceptance model that integrates expectation confirmation theory to measure age differences with regard to continuance intentions towards e‐shopping in Saudi Arabia.

The sample (n=465) consists of 68.8 per cent women and 31.4 per cent men, 348 younger than 35 years old and 117 older than 35. A structural equation model confirms model fit. The model explains 65 per cent of the intention to continue shopping online.

Perceived usefulness, enjoyment, and subjective norms are determinants of online shopping continuance. The structural weights are mostly equivalent between the young and old groups, but the regression path from subjective norms to perceived …