Factors attracting online consumers to choose e-Malls for e-procurement in Saudi Arabia

ABSTRACT

A large segment of consumers prefer e-procurement because it provides several advantages such as a variety of options and lower prices. The business-to-consumer approach is spreading on a global scale, but its role is limited in countries such as Saudi Arabia due to the size and strength of the economy. Saudi Arabia has the fourth highest level of economic growth in the Middle East and ranks 38th globally in terms of Internet infrastructure. Its rate of Internet growth is 12% yearly, and 40% of the population has access to the Internet. The volume of online trade in Saudi Arabia was USD 800 million in 2012, and 56% of this amount was for purchases through foreign websites.The end consumers are one of the most important target segments of small- and medium-sized enterprises (SMEs), which constitute 90% of Saudi Arabian companies. These companies face limitations in establishing e-procurement channels because these channels require financial support beyond their funding capabilities. Therefore, one of the best low-cost solutions is the adoption of e-Malls, which provide various benefits to consumers and are a suitable environment for SMEs to present and sell their products. The e-Mall is a modern idea in Saudi Arabia; thus, it could be beneficial to adopt the diffusion of an innovative approach to the spread of e-Malls. This article focuses on determining the requirements and obstacles facing consumers who make purchases through e-Malls. A quantitative survey was conducted on a random sample of 381 residents of all ages in Saudi Arabia who had made online purchases. The main factors influencing the adoption of e-Malls were organisational, technical and cultural elements.