العوامل المؤثرة على تبني المستهلك السعودي للتسوق الإلكتروني

Abstract EN

This study aimed to know the factors affecting the Saudi consumer's adoption of e-shopping in terms of (ease of use, safety in dealing, varied prices and products, speed of response, and achieving benefit) and to determine the degree of importance of the factors affecting the process of adopting e-shopping from the point of view of consumers in the Kingdom of Saudi Arabia; The study population was represented by consumers in general in the Saudi market, especially e-shopping users, and for the study sample, it amounted to 1084 who answered the study tool and their selection was in a simple random way.

The results of the study showed that there is a significant effect of the influencing factors (ease of use, safety in dealing, varying prices and products, speed of response, and achieving benefit) on the level of Saudi consumer adoption of electronic shopping, as well as the response speed factor was the highest factor in terms of the degree of influence on the Saudi consumer's adoption of online shopping.