Factors Influencing Saudi Customers’ Decisions to Purchase from Online Retailers in Saudi Arabia: A Quantitative Analysis

Abstract

This paper presents the preliminary findings of a study researching the diffusion and the adoption of online retailing inSaudi Arabia. It reports new research that identifies and explores the key issues that positively and negatively influencethe decision of Saudi customers to buy from online retailers in Saudi Arabia. Although Saudi Arabia has the largest andfastest 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 aquantitative analysis of responses obtained from a survey of Saudi customers, with the design of the questionnaireinstrument being based on the findings of a qualitative analysis reported in a previous paper. The main findings of thecurrent analysis include a list of key factors that affect Saudi customers' purchase from Saudi online retailers, andquantitative indications of the relative strengths of the various relationships.

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