A framework for the implementation of B2C e-commerce in Saudi Arabia : a comparative study of Saudis living in Saudi Arabia and those living in the UK, and the perception of Saudi companies
In this digital technology era, e-commerce (EC) has revolutionised the way people engage in business activities. Users now enjoy tremendous advantages, such as buying and selling between multiple parties at different levels of business through computers and smart devices, regardless of their geographical locations, thereby being provided with better choices and prices. However, EC brings its own challenges and users face unknown risks when moving to the digital market. Some countries have been quicker in providing the necessary requirements for the expansion of EC and helped in addressing users’ worries about trust and fraud. Others have been slow in adopting EC, and both customers and business are missing considerable opportunities. In general, EC is well adopted and used in the advanced countries but struggles to take off in developing countries. Saudi Arabia (SA) is one such country.This study has developed a theoretical framework appropriate to the implementation of Business to Customer (B2C) EC in Saudi Arabia, after reviewing the literature on B2C EC, and testing several factors pertinent to the Saudi Arabian context. The researcher has adopted a novel approach by securing the perceptions of Saudi nationals living in Saudi Arabia and those living in the UK with a view to appreciating the differences and learning from the experience of these two communities. Additionally, the researcher conducted a survey of a sample of Saudi companies to understand their views and aspirations in adopting B2C EC. Data was collected using mixed methods and embracing both quantitative and qualitative research methods. The data was collected in Saudi Arabia via a questionnaire survey of 606 Saudi nationals, and in the UK from 169 questionnaires and interviews with 25 companies. The questionnaire responses were analysed quantitatively by descriptive and statistical methods (percentages and t-test for two independent samples), and the findings were validated by the interview data. From the results, the theoretical framework was developed, thus allowing for an understanding of Saudi customers’ attitudes towards online shopping in the two different environments of B2C EC (SA as a developing country and the UK as a developed country) to be gained. The influence of different environmental variables upon customer choice is seen as significant variations occurred in the two different environments. The framework is potentially useful for policy-makers, the commercial sector, and the government in SA. Hence, the research contributes to knowledge about the key differences in customer behaviour toward B2C EC in SA. The study signifies the first of its kind and thus lays the ground for further research in the area.
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