Making Sense of E-Commerce Customers Awareness: Evaluation in Developing Countries: Jordanian Context

The increasing number of Jordanian Internet users should naturally be reflected in e-commerce conversions. However, this is not the case. While social-media users in Jordan are becoming more engaged and involved in social-media transactions, e-commerce activities have not experienced a similar trend. This issue has been identified in the literature as the e-commerce awareness paradox, wherein customers are partially aware but are not engaged. This points to a missing link between different levels of awareness and e-commerce process engagement.