Investigation the factors affecting the adoption of On-line shopping in Saudi Arabia




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De Montfort University


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Peer reviewed


The Internet has played and still plays a vital role in people's lives in recent years. One of the most important aspects of technology relating to the Internet is electronic commerce (e-commerce). Despite the tremendous growth in the number of Internet users in Saudi Arabia, adoption of on-line shopping by individuals is still in its early stages. The two main reasons that motivated the researcher to conduct this study to investigate the factors that affect individuals in Saudi Arabia to use and adopt on-line shopping are belief in the importance of on-line shopping for the economy in general and for people’s lives in particular, as well as the limited studies conducted in this regard. This research adopts a quantitative methodology to answer the research question: What factors enhance the likelihood of adoption of on-line shopping in Saudi Arabia? This research adopts a Unified Theory of Acceptance and Use Technology (UTAUT). The constructs used in this model are: performance expectancy, effort expectancy, social influence, facilitating conditions, attitude toward using technology, computer self-efficacy, computer anxiety and behaviour intention. The proposed additional constructs for this study are perceived credibility (security, trust, privacy and risks), cultural background (religion and language) and prevention factors (legislation availability, delivery services, postal address and quality of Internet services). The findings from this study show that there is a statistical effect of the factors noted above on behavioural intentions to use the technology; the research hypotheses have been achieved except four hypotheses in addition to the absence of the effect of moderator’s factors, such as age, gender, education and experience. The finding also proved the importance of additional factors effecting on-line shopping adoption such as saving time, price, ease, faster shopping and delivery services.






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