Factors Affecting Consumer Intention to Use E-Grocery Shopping in Saudi Arabia

Abstract

Saudi Arabia owns the 29th largest E-commerce market in the world, however, grocery is considered the smallest Saudi E-commerce market based on its revenue. This study aims to investigate the effects of various factors on consumers' intention to use E-grocery shopping in Saudi Arabia. Primary data were collected through a self-completion questionnaire that was completed by 189 participants from across Saudi Arabia. The data was analysed using Partial Least Squares Structural Equation Modelling. The results indicate that perceived benefits have significant positive effect on the intention to use E-grocery shopping. On the other hand, none of the examined perceived risk variants (e.g. time risk, financial risk, product performance risk, social risk, and delivery risk) nor the social norm factor had significant effect on intention to use. Finally, theoretical and practical implications were provided as well as limitations and future research direction.