Assessing the Consumers' Propensity for Online Shopping: A Demographic Perspective

Journal Article

Saleh, Dr. Mahmoud . 2015

• نوع عمل المنشور: Paper
• المجلة \ الصحيفة: The Journal of American Academy of Business
• رقم العدد: 1
• رقم الإصدار السنوي: 21

مستخلص المنشور

This paper is aimed at achieving two goals: first, to identify consumers’ propensity for online shopping, and second, to investigate the association of gender, income, age, and education with consumers’ propensity for online shopping. The study was conducted on a sample of 293 consumers in Saudi-Arabian market. Data were collected through a questionnaire contained four measures of consumers’ propensity for online shopping. The findings of the study outlined that 66% of the respondents preferred traditional retail-store shopping to online shopping. The findings also revealed insignificant differences in consumers’ propensity for online shopping between males and females and between the various levels of age. Conversely, significant differences were found between the levels of income and education for the higher levels. Based on the research findings, marketers are recommended to pay more attention to consumers who prefer online shopping to traditional shopping, and at the same time, work diligently to stimulate consumers who prefer traditional shopping in retail stores; removing their uncertainty and perceived risks associated with online shopping transactions.