Abstract
Purpose: Developing countries are still dealing with basic issues in promoting online shopping. One such issue faced by ecommerce since inception is the lack of trust of the e-customers about the overall online shopping concept. Saudi Arabia is the largest economy in the middle east going through huge reforms in economic and social areas. The main aim of the current study was to explore the level of importance a Saudi e-customer puts on trust in online shopping to motivate them to adopt it. Methodology: The study is descriptive and quantitative based on primary data collected from respondents including Saudis and non-Saudis living in Saudi Arabia. Data was collected by close-ended structured questionnaire. The intensity of response on importance of trust was taken on five point Likert scale. To encourage high response rate and reliable data the English questionnaire was translated into Arabic language as it is the spoken language of the country. To get the results to satisfy the objectives of the study, following statistics analyzed the primary data namely mean, frequency, percentage, and t-test to measure the difference between the Saudis and Non-Saudis. Implications: The results will be useful for the e-retailers especially in Saudi Arabia and middle-east and also outside the region. The e-retailers can understand the concern area of e-customers and thus plan to minimize it to build e-customers trust. Limitations: The study is based on data from Saudi Arabia, therefore for generalization of the findings the same study may be conducted in other regions. Keyword: E-retailer, E-consumer, Trust, online shopping, Saudi Arabia DOI : 10.7176/EJBM/11-6-06
Highlights
Global sales over internet are growing so fast that solid estimates of their volume are hard to come by
The objective of this study was addressed by using a quantitative research strategy, based on questionnaire survey of the people living in Saudi Arabia
Section presents a comparison of importance of trust in online shopping between and Saudi e-customers and NonSaudi E-customers
Summary
Global sales over internet are growing so fast that solid estimates of their volume are hard to come by. Trust in e-retailer plays important role in convincing the e-customers to shop online. Since online shopping is completed in a situation where e-customers and e-retailers are distant apart from each other the e-customers very often lack confidence (trust) as to the delivery, quality, delivery time, safety and security of the payment, and personal information and many other concerns may prevent the e-customers from shopping online. Such lack of perceived trust is the biggest obstacle to e-commerce transactions (Hoffman et al, 1999; Pavlou et al 2007). Of literature review earlier researches that attempted to find out factors of concerns for e-customers are analyzed
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