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.
Highlights
Mobile applications assist mobile users or consumers in all aspects life, including: (1) searching for information; (2) video streaming; (3) gaming; (4) e-banking; (5) networking; and (6) online shopping (Taylor and Levin, 2014)
This study examines factors influencing consumers' intention to use mobile applications for online shopping in the Kingdom of Saudi Arabia (KSA)
Higher trends of consumer attitudes and perceived trust leads to increased rates of online shopping, since consumers have are reassured that there is no risk of losing their personal details to online hackers
Summary
Mobile applications assist mobile users or consumers in all aspects life, including: (1) searching for information; (2) video streaming; (3) gaming; (4) e-banking; (5) networking; and (6) online shopping (Taylor and Levin, 2014). Azizi and Javidani (2010) stated that online shopping offers greater simplicity in the search for, and locating of, appropriate goods and services in a manner that is advanced, rapid and low-cost, and which normally ensures low prices for goods. Such mobile applications enable consumers to use their phones to search for and compare services or products through online functions, providing them with a considerable amount of assistance for making informed choices when buying a product online. There are approximately 3.50 million e-commerce users, representing 14.260% of the population of Saudi population (Aldhmour et al, 2016). Herndon (2013) argued that, regardless of the preliminary higher expectations of increased use of mobile applications for online shopping, it remains problematic to develop effective and broadly implemented mobile ijbm.ccsenet.org
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