The Impact of Attitudes toward Internet Technology and Demographics on Saudi Consumers’ Use of Online Buying

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Title: The Impact of Attitudes toward Internet Technology and Demographics on Saudi Consumers’ Use of Online Buying
Authors: Almahroos, Khatoon
Date: 2012
Abstract: Some studies have been conducted in recent years to investigate the reasons behind Saudi Arabia’s lag in the adoption of online buying. Most of them have focused on barriers influencing or contributing to environmental or architectural factors such as trust issues, lack of address systems, security issues, and privacy issues. However, Saudi Arabia has no scholarly studies about the role of people’s attitudes toward technology in their adoption of online buying. In this research, we study the impact of Saudi people’s attitudes towards technology on their adoption of online buying, and we also investigate the relationship between Saudi people’s demographics and their adoption of online buying. The study was based on a survey conducted in Saudi Arabia using the TRI scale, adapted from Parasuraman (2000) and its four dimensions: Innovativeness, Optimism, Discomfort and Insecurity. The adoption of online buying is treated as a technology adoption in this study (Parasuraman, 2000). The analysis of the data collected revealed that attitudes toward technology have an impact on Saudi people’s adoption of online buying with Innovativeness and Insecurity being the most important factors. Demographics also matter with education being the most important of the demographic factors. Results also indicate that attitudes towards technology are more important than demographics at explaining adoption of online buying in Saudi Arabia.
URL: http://hdl.handle.net/10393/23103
http://dx.doi.org/10.20381/ruor-5280
CollectionThèses, 2011 - // Theses, 2011 -
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