Extend the UTAUT to Measure the Adoption of On-line Shopping in Saudi Environment

Due to the growing importance of electronic commerce and on-line shopping economically and socially in people's lives, the researchers took interest in conducting several studies in order to identify the factors that urges people to adopt this type of electronic activity. This study among these studies aimed at to the same purpose. Particularly, this study aimed to investigate the constructs that are related to the adoption of online shopping, and also explore the relative importance of factors that encourage or discourage Saudi use on-line shopping. The Unified Theory of Acceptance and Use Technology (UTAUT) for (Venkatesh et al. 2003) were adopted by this study. In this study, a set of hypotheses based at the original model in addition to the factors added to extend the model were used. The results of this study confirmed the validity of the added factors as influential constructs in the process of adopting on-line shopping in Saudi Arabia, also showed the relative importance of each element.