Determinants of Online Buying Behavior of Social Media Users in Saudi Arabia : An Exploratory Study

The exponential growth and proliferation of digital media technologies has revolutionized the global marketplace by giving rise to such paradigms as E-Commerce (EC). The study of numerous factors that support or inhibit online buying has received considerable attention by researchers. In this paper, we primarily focus on various factors that affect online buying within the context of the Kingdom of Saudi Arabia (KSA). We also discuss some theoretical approaches that are frequently used for defining, classifying, and explaining the e-consumer behaviour. Based on a sample of 990 Social Media users, the paper empirically examines the factors affecting the online buying focusing on the social media users. We also propose an empirical model for scientifically testing the significance of those factors and developing a model on online buying behaviour in the context of Saudi Arabia that may serve as a pilot for further examinations across the Arab world. The study is important because EC is expected to foster economic growth, productivity, and competitiveness of the firms in the country. Further, the research has scholarly importance for researchers interested in social sciences and management areas