Issues Influencing Saudi Customers’ Decisions to Purchase from Online Retailers in the KSA: A Qualitative Analysis

This paper is part of a study researching the diffusion of the adoption of online retailing in Saudi Arabia. It seeks exploring the issues that influence the decision of Saudi customers to buy from online retailers in Saudi Arabia. As this study involves exploratory research, qualitative approach has been adopted. Initial qualitative exploration was executed by conducting interviews with 16 Saudi citizens. A content analysis was used to address the key issues. The study comes up with two lists: inhibitors and enablers to purchase online from retailers in Saudi Arabia. The results of this study will be used in a future study using a quantities approach to test them in a large sample.