Date of Conferral

2019

Degree

Doctor of Business Administration (D.B.A.)

School

Business Administration

Advisor

Mohamad S. Hammoud

Abstract

Despite the increased numbers of online consumers, e-commerce growth is slow in the Kingdom of Saudi Arabia. In this correlational study, the technology acceptance model (TAM) was used as a theoretical framework to examine whether perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms could predict consumers' intention to adopt shopping online. A pre-existing TAM survey instrument was used to collect data from consumers (N = 95) who live in a City and have shopped at least once online. The regression analysis confirmed a positive statistically significant relationship between perceived ease of use of e-commerce platforms and consumers' intent to adopt online shopping. The results showed that perceived ease of use of e-commerce platforms and perceived usefulness of e-commerce platforms were statistically significant in predicting consumers' intent to adopt online shopping, with F(2, 92) = 241.630, p < .001, R2 = .840, and adjusted R2 = .837, and accounted for 84% of the variance in consumers' intent to adopt online shopping. The correlation between perceived ease of use and consumers' intent to adopt online shopping was (PEOU) r= .916, p < .001 and the correlation significance between perceived usefulness and consumers' intent to adopt online shopping was (PU) r= .591, p < .001. Using study results, retailers may be able to develop improved strategies to increase profitability via online shopping. The implications for positive social change include the potential for improved quality of life for consumers in Saudi Arabia.

Download

Share

 
COinS