Factors That Predict the Adoption of Online Shopping in Saudi Arabia

Factors That Predict the Adoption of Online Shopping in Saudi Arabia by Momen Nachar BS, Arts Sciences and Technology University in Lebanon, 2008 MSc, Arts Sciences and Technology University in Lebanon, 2010 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2019 Abstract Despite the increased numbers of online consumers, e-commerce growth is slow in the Kingdom of Saudi Arabia. In this correlational study, the technology acceptance model (TAM) was used as a theoretical framework to examine whether perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms could predict consumers’ intention to adopt shopping online. A preexisting TAM survey instrumentDespite the increased numbers of online consumers, e-commerce growth is slow in the Kingdom of Saudi Arabia. In this correlational study, the technology acceptance model (TAM) was used as a theoretical framework to examine whether perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms could predict consumers’ intention to adopt shopping online. A preexisting TAM survey instrument was used to collect data from consumers (N = 95) who live in a City and have shopped at least once online. The regression analysis confirmed a positive statistically significant relationship between perceived ease of use of e-commerce platforms and consumers’ intent to adopt online shopping. The results showed that perceived ease of use of ecommerce platforms and perceived usefulness of e-commerce platforms were statistically significant in predicting consumers’ intent to adopt online shopping, with F(2, 92) = 241.630, p < . 001, R = . 840, and adjusted R = . 837, and accounted for 84% of the variance in consumers’ intent to adopt online shopping. The correlation between perceived ease of use and consumers’ intent to adopt online shopping was (PEOU) r= . 916, p < . 001 and the correlation significance between perceived usefulness and consumers’ intent to adopt online shopping was (PU) r= . 591, p < . 001. Using study results, retailers may be able to develop improved strategies to increase profitability via online shopping. The implications for positive social change include the potential for improved quality of life for consumers in Saudi Arabia. Factors That Predict the Adoption of Online Shopping in Saudi Arabia by Momen Nachar BS, Arts Sciences and Technology University in Lebanon, 2008 MSc, Arts Sciences and Technology University in Lebanon, 2010 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University April 2019 Dedication I would like to dedicate this study to my father Youssef Nachar, who pushed me to pursue this education journey when I didn’t think I had anything else to give. My mother, Monajat Al-Ayoubi, thank you for all the sacrifices, you always prayed for me, was here for me from my childhood and throughout my life. Also, I would like to dedicate this doctoral study to my wife, my life-long partner, the love of my life, and best friend, Sarah. Thank you for your support, encouragement, and unwavering faith. Acknowledgments I would like to thank my Chair Dr. Mohamad S. Hammoud for guidance and support through this journey. The tunnel was too dark before I joined your team, I was trying to find my way in a maze where it will lead nowhere. Your support and words of encouragement kept me focused on the result. I would also like to thank my committee member Dr. Sam L. Atieh for his valuable input and support. Finally, thank you Dr. Deborah A. Nattress for providing the needed support, which helped to streamline my work. Drs, I am forever thankful for your mentorship.