Examining Gender Disparities in Traditional Retailers' Intentions to Embrace Digital Technology in Saudi Arabia

Abstract

This study aims to examine the factors influencing digital technology adoption among retail businesses in Saudi Arabia, with a focus on understanding gender-specific differences. Employing a cross-sectional design, data were collected from 291 owners and managers using an online survey. A convenience sampling technique was utilized to gather responses. The study investigated four primary constructs: intention to use digital technology, attitude toward digital technology, perceived ease of use, and perceived usefulness. Data analysis was conducted using structural equation modeling with SmartPLS software version 4. The findings reveal significant relationships among the constructs. Perceived ease of use was found to significantly influence perceived usefulness, which in turn positively affected both attitudes toward digital technology and intentions to use it. The study also highlighted that perceived usefulness has a substantial impact on intention to use digital technology, with attitudes toward technology playing a critical mediating role. Notably, gender-specific differences were observed in the impact of perceived ease of use on attitudes toward digital technology, which was significant for males but not for females. Tailored marketing and training strategies that address these differences are essential for enhancing digital technology adoption in the retail sector. These insights contribute to a deeper understanding of technology adoption behaviors and offer practical implications for improving technology integration. Received: 10 September 2024 / Accepted: 27 October 2024 / Published: 05 November 2024