An Empirical Examination of Saudi Consumers Attitudes Towards Online Shopping

An Empirical Examination of Saudi Consumers Attitudes Towards Online Shopping

Raja Yahya Alsharief (Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Saudi Arabia) and Felwa Al-Saadi (King Abdulaziz University, Jeddah, Saudi Arabia)
Copyright: © 2017 |Pages: 24
DOI: 10.4018/IJOM.2017040104
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Abstract

This paper aims to empirically examine Saudi consumers' attitudes towards online shopping. The papers test a framework that was developed to understand, evaluate and examine the different factors affecting consumer attitudes towards online shopping in Saudi Arabia. Data were collected using a non-probability sample of 1000 Saudi consumers'. The paper investigated several independent variables which were used in previous research studies and its relation with the dependent variable (online shopping attitude among Saudi consumers). The findings indicated that ease of use and reliability were positively related to attitude of consumer towards online shopping. The findings also illustrated a positive relationship between the research remaining independent variables (privacy and security, customer service, trust, product information, satisfaction) and online shopping attitude in KSA. The paper also provides a discussion of its limitations as well as direction for future research in the field.
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1. Introduction

Shopping through the Internet is becoming a main theme for customers worldwide. It is becoming very popular among consumers for many reasons which provide them with a lot of benefits for shopping online such as: low prices, convenience shopping experience, genuineness of the service, individual tailored care and free access to huge amount of information regarding products and services (Seock and Norton, 2007). Such kind of shopping experience has changed the buying behaviour of consumers and customers around the world. Nevertheless, the only limitation of shopping online is that consumers cannot feel or touch the product rather than just interacting with Web-enabled computer systems (Park and Kim, 2003). Thus, factors affecting the behaviour of online consumers need to be treated with especial care by the online retailers. This paper is aimed to examine those factors that affect the attitudes of consumers towards online shopping.

1.1. Research Objectives

This research aims to achieve the following aims and objectives:

  • Study how medium characteristics influence the attitudes of Saudi online consumers;

  • Investigate the various factors affecting the adoption of online shopping in Saudi Arabia;

  • Investigate how intermediary features and/or characteristics influence online consumers’ attitudes in Saudi Arabia.

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