Factors affecting on the use of E-Commerce from the Perspective of Saudi Consumers

Abstract

The study aimed to identify the factors affecting the practice of e-commerce from the perspective of Saudi consumer, and the impact (technical infrastructure, and environmental legislation, culture, and skills of human resources) on the use of e-commerce.The study adopted the descriptive survey methodology in order to describe these factors. The target population of t this research is Al-Baha Region at kingdom of Saudi Arabia. The researcher designed and distributed 320 questionnaire forms and excluded 70 forms due to the lack of information which means overall sample is 250. The data for the study was collected at 2017-2018. The data collected were edited, coded and processed with the Statistical Package for Science Solutions (SPSS), and discussed in narrative style for clarity and better understanding.
 The arithmetic mean general of the level of availability of the factors affecting combined was average, amounting to (3.25), and the results showed the presence of significant effect of the variables of independent factors (environmental (legislation), environmental (culture), and factors related to the skills of human resources) in the use of e-commerce with Saudi companies from the viewpoint of Saudi consumer. Based on the results of the study recommended the study: the development and drafting of legislation and appropriate laws, develop the technical infrastructure, developing the skills of human resources, increasing the information awareness of Saudi society.
 Finally, E-commerce practices at kingdom of Saudi Arabia is good, however the continuous improvement for all factors affecting on e-commerce practices is required to activate its practices in an effective way.