Factors Influencing Online Shopping in the Kingdom of Saudi Arabia
Received: 14 October 2023 | Revised: 2 November 2023 | Accepted: 3 November 2023 | Online: 5 December 2023
Corresponding author: Deena Alghamdi
Abstract
As online shopping is a rapidly growing sector in the Kingdom of Saudi Arabia (KSA), this study explored the influence of multiple factors on this topic: age, gender, and payment responsibility, which was considered for the first time. Data were collected from five focus groups with 30 participants to explore online customers' perceptions and practices. Based on the findings, a questionnaire was built and distributed, and 2,109 responses were received revealing different factors affecting online shopping in the KSA: the user experience with the Internet and online shopping, the product variety and diversity that online shopping provides, the competitive prices for online products, the convenience provided, and the security of online shopping. The analysis indicated insignificant gender and payment responsibility differences for all former factors. However, age variations were found for some factors, revealing that information regarding online customers' perceptions and practices is important for both the existing online companies to improve their adapted marketing strategies and those striving to enter the market.
Keywords:
gender, Kingdom of Saudi Arabia, online shopping, payment responsibility, ageDownloads
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