International Journal of Business and Social Science Vol. 6, No. 6; June 2015 201 Do Arab Women Behave Differently Online? Kholoud I AlQeisi Applied Science University Amman, Jordan Abstract Number of women online is growing in scale justifying the call for research design to investigate women segments that are different form their men counterparts. The objective of this paper is to investigate women’s online behavior and aims to develop a profile for Arab women online. The women analyzed are experienced internet banking users from three Arab world countries (Jordan, Egypt & Saudi Arabia). The research model design is built on previous research findings using a reduced and extended version of the UTAUT model by adding web quality characteristics as an external variable. Data is collected using online and offline survey. Information obtained is tested using structural equation modeling and multigroup analyses. The findings depict an online profile for Arab women who appreciate web quality characteristics of technical issues as the most important feature followed by general content quality, appearance quality and special content quality. Age was not a real moderator in the model as younger and older women perceived web quality the same with regard to its impact on their future intentions or continuance use of internet banking; however, experience and education play an import role in depicting Arab women online profile. Keywords: Arab women, online behavior, age, experience, education, UTAUT 1. Introduction Women comprise a good size of society. In Arab state countries, according to the UN Human Development report (2013), the ratio of females to males is 86.6. Worldwide, women online comprise 37 percent whereas men comprise 41 percent (ITU, 2013). A survey of eight Arab states including Jordan, Egypt, and Saudi Arabia among other countries reports percentage of women and men online is 60 and 71 respectively with little difference between men and women with regard to time spent online (Dennis, Martin, & Wood, 2013). On the other hand, e- commerce is still in its infancy stage in Arab world with less than 1% of Middle East and North African (MENA) region engaged in B2Ce-commerce. Main obstacles include low rate (15%) of adoption by businesses, dominance of cash economy (Somasundaram, 2013), and low customers acceptance of online shopping compared to international benchmarks (yStat report, 2014). MENA ecommerce is male dominant with 68 percent males versus 32 percent females with an estimated volume of nine billion expected to reach fifteen billion in 2015 (Somasundaram, 2013). Most ecommerce usage activities reported are under e-banking activities and online booking such as tickets, hotel reservation, cinema tickets, and car rental (AbuSalah, 2013). The figures of women online worldwide and in Arab world suggests that women are no long a marginal group but rather a distinct group of online customers who merit more attention. There is a scarce number of studies that investigates women as population. Majority of research in business and management, in general, compares between genders. This paper aim is to define the profile of Arab women online and explore whether women in Arab world behave differently with respect to an ecommerce activity such as online banking. The paper unfolds as follows. The next section articulates a theoretical foundation that women behavior online is expected to differ from their counterparts. The third section describes research method and hypotheses. The fourth section discusses the methodology and data analysis used to test the hypothesized model. Finally, after presenting results and discussion, the paper concludes with implications for future research.