Factors influencing the decision of Saudi consumers to purchase form online retailers: Quantitative Analysis

TL;DR

This study investigates the key factors influencing Saudi consumers' online shopping decisions, highlighting the relative importance of various influences through quantitative analysis in a rapidly growing ICT market.

Contribution

It provides new quantitative insights into the specific factors affecting Saudi consumers' online retail adoption, based on survey data and prior qualitative research.

Findings

Identified key positive and negative influences on online purchase decisions

Quantified the strength of relationships between factors and consumer choices

Revealed differences in influence levels among various factors

Abstract

This paper presents the preliminary findings of a study researching the diffusion and the adoption of online retailing in Saudi Arabia. It reports new research that identifies and explores the key issues that positively and negatively influence the decision of Saudi customers to buy from online retailers in Saudi Arabia. Although Saudi Arabia has the largest and fastest growth of ICT marketplaces in the Arab region, e-commerce activities are not progressing at the same speed. While the overall research project involves exploratory research using mixed methods, the focus of this paper is on a quantitative analysis of responses obtained from a survey of Saudi customers, with the design of the questionnaire instrument being based on the findings of a qualitative analysis reported in a previous paper. The main findings of the current analysis include a list of key factors that affect Saudi customers' purchase from Saudi online retailers, and quantitative indications of the relative strengths of the various relationships.