아프리카ㆍ중동

This study intends to identify factors that may affect consumer behavior in Saudi Arabia while shopping online. Although Saudi Arabia has the largest and fastest growing ICT in the Middle East and the online shopping activities in Saudi are increasing rapidly, it is still lagging behind the global development. The four factors–website design quality, perceived trust, perceived convenience and advertisements & promotions were selected from the available literature. A survey was conducted and questionnaire that includes 25 questions was distributed randomly to a sample of 107 participants in Dammam city (in the Eastern Province of the kingdom). The collected data was analyzed by using SPSS software. The result indicates one hypothesis has been accepted. The findings of the study are analyzed and discussed further at the end of this paper.