Structural Equation Modelling of the Factors Influencing the Adoption of E-Commerce in Saudi Arabia

Abstract

This article presents findings from a study examining the diffusion and adoption of e-commerce in Saudi Arabia. Although the country has the largest and fastest growing information and communication technologies (ICT) sector in the Arab region, growth in e-commerce activities has not progressed at a commensurate rate. In general, e-commerce online shopping has not kept pace with the global growth of online retailing. The authors have conducted research to identify and explore key issues that influence e-commerce in Saudi Arabia in deciding whether or not to adopt online channels. As part of a larger research project using mixed methods, this article focuses on a quantitative analysis of responses obtained from a survey of the online shopping users in Saudi Arabia.