Although e-commerce has become a familiar
retail channel for businesses in developed countries, it is still considered an
innovation in developing countries. Specifically, electronic commerce (e-commerce)
in Saudi Arabia is still in the first stage despite its advance and fast growth
in ICT marketplace, the highest increase in Internet penetration in the world, strong
retail sector, and young population. This research study aims to identify tangible
barriers influencing consumers in Saudi Arabia to adopt e-commerce. An exploratory
research design is used to shed light on the tangible barriers facing Saudi consumers
when shopping online. This research study identified key tangible barriers and their
relative importance for both e-commerce adapters and non-adapters facing Saudi consumer
when shopping online. Practical as well as managerial implications
Cite this paper
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