A Saudi Arabian Study of the Relationship Between the Socio-Psychological Profile and Consumers’ Behavior Toward Online Shopping

Abstract

This study assesses consumer behavior toward online shopping in Saudi Arabia by studying the factors that affect whether or not they shop online. The sample consisted of 206 Saudis approached using the “snowball” technique. Participants were all above eighteen and Internet users. Participants were asked to give the frequency of their online shopping transactions using a four-point Likert scale. They used a seven-point Likert scale to rate their opinions about trends affecting electronic commerce, companies’ marketing approaches, and other aspects of online shopping. Participants also were asked about their feelings regarding traditional and online shopping using a nine-point bipolar scale. Using the Six Dimensional Achievement Motivations Scale, they were asked to describe themselves, and finally, they were asked to rank the Rokeach Terminal Values based on their importance. The version of the Rokeach Value System used in this study is the one shortened to nine terminal values, by Munson & McQuarrie, 1988, since it reflects better relevance to consumption. Results show that, when compared to traditional shopping, participants have relatively negative perceptions of online shopping. In addition, participants’ demographics and values related to their online shopping frequency, while their achievement motivations were less related. The major limitation of this research is that it was conducted in only one city, Jeddah. Therefore, additional research should be carried out in other cities with larger samples. The research results suggest that businesses in Saudi Arabia should use online shopping as a second channel to distribute their products in addition to their physical stores. This thesis makes a distinctive contribution to the literature, as it is the first to examine the correlation between the Rokeach Value System (1973); the Six Dimensional Achievement Motivation Scale (Jackson, Ahmed, and Heapy, 1976); and online shopping behavior in the world, let alone Saudi Arabia.