Factors Influencing Consumers' Intention to Use Mobile Applications for Online Shopping in the Kingdom Of Saudi Arabia (KSA)

Abstract

This study examines factors influencing consumers' intention to use mobile applications for online shopping in the Kingdom of Saudi Arabia (KSA). The research employed quantitative methodology, using study sample consisting of 150 participants randomly selected from the Saudi community. A questionnaire was developed to collect the primary data, resulting in one hundred (100) usable responses, i.e. a response rate of 66.67% (100/150). The collected data was subsequently analysed using the Statistical Package for Social Software (SPSS) and the Amos programme, to establish the path of the independent variables using Structural Equation Modelling (SEM). The study results identified the following: firstly, a positive or strong significant correlation between subjective norms and customer intention to use mobile applications for online shopping in KSA. Secondly, a positive, significant correlation between customer intention and the use of mobile applications for online shopping in KSA. Thirdly, that Perceived Behavioural Control (PBC) had a negative correlation with customer intention to mobile applications for online shopping in KSA. Finally, that that the main factors influencing consumers' intention to use mobile applications for online shopping in KSA consisted of: (1) attitude; (2) perceived behaviour control; (3) subjective norms; and (4) perceived trust. This research therefore contributes to the current literature by offering important evidence of how key players in the Saudi e-commerce sector can leverage consumers' intention to use mobile applications for online shopping in KSA. Due to its contribution to the picture of customer intentions towards online shopping in KSA, this study has significance for the Saudi e- commerce sector, online shopping companies and technological sector, as well as for online consumers.