The Online Shopping Acceptance Model

E-commerce in general, and online shopping in particular, are becoming popular ways of utilizing the Internet throughout the world. Social media is also becoming a widespread tool, not only for interaction with others but also for marketing. Despite this trend, there is a dearth of knowledge about the acceptance of online shopping and the use of social media in developing countries such as Saudi Arabia. Technology adoption levels in Saudi Arabia are growing rapidly but have yet to reach their full potential. One of the leading theories explaining online shopping behaviour – the online shopping acceptance model (OSAM) – has not been employed in previous studies of social media use or in developing countries such as Saudi Arabia to understand online shopping. To address this research problem, the researcher implemented a study using a positivist approach. Quantitative data was gathered using an online survey. This survey was conducted with Saudi residents who engage with online shopping. A data set of 423 completed survey responses is used in this thesis for statistical analysis. The data was collected using a random sample and was collected from January to September 2015. The structural equation modelling tested the hypothesised relationships between the constructs as postulated in the model. Nineteen of the hypothesised links were supported and ten were rejected. Eventually, the model that has statistical and explanatory power was confirmed. The findings indicate a positive relationship between online shopping intention and other factors of online shopping acceptance in Saudi Arabia. A positive relationship is also seen between online shopping orientation and online shopping experience. The case examines the relationship between online shopping orientation and online shopping motivation. The same applies for the relationship between online shopping and social media through the mediation of online shopping intention. This research contributes to understanding the role of social media in OSAM in Saudi Arabia as a developing country, as OSAM incorporates social media as a new factor that influences acceptance aside from what is traditionally stipulated. A second contribution is the finding that shopping orientation is the most important construct affecting online shopping intention in Saudi Arabia