- . Purpose:-The main aim of the study was to find out the online
shopping consumer behaviour in developing countries with special reference to
Saudi Arabia. The researcher investigates the influence of demographic factors,
psychographic factors and store variables on online hopping behaviour.
Design/methodology/approach:- The objectives of this study were addressed by
using a quantitative research strategy, based on questionnaire survey of the
people living in Jeddah city in Saudi Arabia. The questionnaire was structured
and close-ended measuring the intensity of response on five point Likert scale
from 1 to 5. The respondents included Saudis and Non Saudis working and living
here. Convenience random sampling method was used to administer the
questionnaire on sample size of 400 respondents. Findings:- The findings of the
study showed that the people are well aware of online shopping concept, they
interested in buying online, Saudis are more interested than non-Saudis,
females are more interested than males, psychographic factors do not influence
the online shopping behaviour however, store-variables play important role in
online shopping decision. Practical Implications:-This paper provides useful
information in understanding the e-consumer behaviour in Saudi Arabia,
especially the factors which influence the decision of online shopping.
Originality/value:- This is one the few studies on online shopping behaviour of
the e-consumers in developing countries especially in the middle-east. - Seemore at: .
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