Profiling E-buyers in Saudi Arabia: Demographic, Experiential, and Attitudinal Factors

Moudi Almousa


The purpose of this research study is to develop profiles of adopters and non-adopters of internet shopping in Saudi Arabia based on their demographic variables and internet usage patrons and to investigate consumers’ attitude towards online shopping and perception and formation of attitude by using Fishbein and Ajzin (1980) Theory of Reasoned Action (TRA). A profile of internet shopping adopter and non-adapters was drawn. Among the investigated demographic variablesand internet usage patterns, only educational level and previous experience on online purchase were found to differ significantly among consumers. Therefore, demographic variables and internet usage patterns are of limited use to profile Saudi Arabian consumers in terms of attitude towards internet shopping.
Key words: Profile; Internet Shopping; E-Commerce; Saudi Arabia; Consumer Behavior

Resumé: Le but de cette étude est d'élaborer des profils d'adoptants et de non-adoptants des achats sur Internet en Arabie Saoudite en fonction des variables démographiques et des modèles d'utilisation d'Internet et d'étudier l'attitude des consommateurs envers les achats en ligne, leur perception et la formation de l'attitude, en utilisant la Théorie de l'action raisonnée (TAR) de Fishbein et Ajzin (1980). Un profile des adoptants des achats sur Internet et des non-adoptants a été tiré. Parmi les variables démographiques étudiés et les modèles d'utilisation d'Internet, il n'y a que le niveau d'éducation et l'expérience précédente de l'achat en ligne sont avérés très différents chez les consommateurs. Par conséquent, les variables démographiques et les habitudes d'utilisation d'Internet sont d'un usage limité pour définir le profile des consommateurs de l'Arabie Saoudite en termes d'attitude envers les achats sur Internet.
Mots-clés: Profile; Achat Sur Internet; E-Commerce; Arabie Saoudite; Habitude Des Consommateurs


Profile; Internet Shopping; E-Commerce; Saudi Arabia; Consumer Behavior;Profile; Achat Sur Internet; E-Commerce; Arabie Saoudite; Habitude Des Consommateurs


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