An empirical model for testing factors affecting business-to-consumer e-commerce in Saudi Arabia

Abstract

The exponential growth and proliferation of new media technologies has revolutionized the global marketplace, giving rise to such segments as E-Commerce (EC). One research stream in EC focuses on the numerous factors that either support or inhibit its growth. This paper provides a detailed analysis of opportunities and challenges unique to the proliferation of digital economy in Kingdom of Saudi Arabia (KSA). We identify factors that may affect online consumer behaviour in KSA. We also propose an empirical model for testing the significance of those factors.