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The initial consideration of research is
to define the influencing factors related to customer preferences. The study is
empirical and based on the feedback of users for online shopping services (Hernández et al. 2011). The primary
methodology of the research is concentrated on the types of research
approaches. There are two categories of research including qualitative and
quantitative research. The quantitative research provides statistical analysis
of characteristics, predictive conditions, and the diagnosis (Javadi et al. 2012). The purpose of using this
method is to identify the factors related to the problem. The present research
is quantitative research, and deductive way is employed to collect numerical
data and calculate the results through an accurate statistical process.
1.1
The Model of
Determinants of Consumers’ Preference for E-shopping in Saudi Arabia
The research model was developed about the
relational behavior of consumers about purchasing products through online
services. The model is presented in figure 1 and consists of attributes of
online stores, where:
·
E-shopping = Dependent Variable
·
Awareness and Perceived Usefulness =
Independent Variable
·
Promotion and Low Prices = Independent
Variable
·
Delivery Cost = Independent Variable
·
Accessibility = Independent Variable
·
Visual Marketing = Independent Variable
1.2
Hypothesis of
Determinants of Consumers’ Preference for E-shopping in Saudi Arabia
To evaluate the services information, the
satisfaction of consumers with the services, membership information, and production
information, the present work adopted six components for the information
quality. The research measured influencing factors on the decision of customers
to avail services, and the factors included in the research are consistency,
relevancy, sufficiency, and playfulness (Javad et al. 2012). The hypothesis of
research is mentioned below,
H1: There is a positive effect of the product
information on the online services and satisfaction of consumers with the
services.
H2: The effect of interface quality and information
satisfaction is positive.
H3: The effect of relational benefits and security
perceptions is positive.
H4: This is a positive effect of Visual Marketing on
E-Shopping.
H5: The effect of delivery cost on E-Shopping is
positive.
1.3
Data
collection method of Determinants of
Consumers’ Preference for E-shopping in Saudi Arabia
Each
individual consumer of the product is a unit of analysis who experiences the
services and purchasing process of products from online stores. Since the focus
of research is to target consumers of online services and to investigate the
relationship between behavior of consumers and characteristics of information
and services provided through online services (Javad et al. 2012). The important factor affecting behavior of
consumer is the attributes of service providers. The behavior of customers
depends on the psychological state related to online buying. The main approach
of the study is inductive as well as deductive to formulate the behavior of
users and to collect the data for testing of consumer behavior.
The
questionnaire survey has been conducted with the buyer's intended aspect to
examine the point of view of the purchaser. The users of online shopping system
filled the questionnaire according to their own preferences about the services.
The questions were designed with the perception of marketing, delivery options,
quality of services, pricing of products and approach of research
1.4
Sampling Design
of Determinants of Consumers’ Preference for E-shopping in
Saudi Arabia
The
structure of the questionnaire used in the study includes questions about the
vision and preferences of users. The questions were aggregated into 1-5 index
to facilitate the quantification of numerable conduct and consumer attitudes.
The questions included in the research considered the closed-ended analysis and
fixed responses. The consideration of the research was to evaluate the
arithmetic process
The
interaction between the consumer and the service providers was related to
marketing efforts, quality of services, and changes in the prices. The
questionnaire was subdivided into two main sections that were focused on the
demographical characteristics. The characterization of the shopping experience
was measured through the seller operating dynamic (Javad et al. 2012).
To
improve the research accuracy, the questions include consideration between the
reputation, reviews of services, rating of websites and the services, volume of
sales of the service providers, stickiness factors, ability to fulfill the
performance, and quality of products provided to the consumers. The survey
methodology tends to use the original experiences of consumers. The approach of
analysis was quantitative, and the data source considered “What people do?”,
“How and what are the ways to fix the issues?”, “How many and how much,” “What
people say about the services”
In
order to access the important factors, the questionnaire includes a section of
consumer’s opinions. The section of opinion was filed by the respondent, and
they demonstrated their experiences about the services and quality of the
product. The important factors are including in this section that derives the
attention of analysis for the accuracy of services and trustworthy services
provided to the consumers. In the previous researches, Bucko, Kakalejcik, &
Ferencove, (2018) used a similar approach to investigate what people think
about online shopping facilities
The general sample is collected through
the survey and questionnaire (Javad et al. 2012). The research was based on the selection of
samples and potential uses of the internet for considered as a group. In the
group, individuals were internet users and online shopping consumers. The
survey was conducted in mid-March 2019 and the questionnaire has consisted of
15 items. The analysis was done based upon the focus of responses provided by
the individuals in the group. The questionnaire included for criteria of users
to purchase products online, effect of price in comparison of price with brick
and mortar Store, reviews about the particular product, reviews about the
service provider, security certification, product picture and details of
product, website graphics, navigation process of website, shipping discount and
special offers at regular basis, Limited
quantity of product, sales, time-limited offers, and position of product in the
search engine optimized website.
1.5
Statistical Analysis
Tools and Technique of Determinants of
Consumers’ Preference for E-shopping in Saudi Arabia
SPSS software will be used to analyze as
well as interpret the data after collecting the data from
interviewer-administered questionnaires. The software minimizes the chances of
data manipulation. SPSS is particularly useful software to generate charts and
graphs as well statistics to explore, present, and describe the trends and
relationships within the quantitative data (Saunders et al., 2009). Data will
be presented and summarized in the graphs and tables forms and main data types
that might be involved in this research are ratios, interval, nominal, and
ordinal. The respondents of the questionnaire in the present study were
consumers of online shopping services. The questionnaire receives concerns of
users, and then statistical analysis was carried out to measure the response of
respondents through SPSS software.
The
data has been analyzed by using the SPSS software and the various techniques
are adopted to the analyzing the data. There are two kinds of the Statistical techniques that are
employed in this study in order to attain the research objective. These
techniques are descriptive and inferential analysis.
1.6
Descriptive analysis
of Determinants of Consumers’ Preference for E-shopping in
Saudi Arabia
Descriptive analysis leads towards the
demographic profile of the respondents that are the age, gender, and education
level and employment status of the respondents. The descriptive analysis
provides the data for the demographics of the respondent’s means who have participated
in the research study what was his education and how old he or she is. There
are the four major questions that are analyzed in this analysis, and these are;
age, gender, education level and designation of the professionals of the
constriction company who are the participants of this study.
1.7
Inferential analysis
of Determinants of Consumers’ Preference for E-shopping in
Saudi Arabia
The inferential
analysis includes as which is conducted for the analyzing the reliability of
the data as well as for analyzing the relationship of the variable with their
effects either its negative or positive effect of the one variable on another
variable. The test of the Chronbach
alpha is used to analyzing the reliability of the data and correlation is applied analyzing the
relationship of the variables and the regression
is applied for analyzing the impact of the variables.
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