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Erschienen in:
Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research Kapitel lesen Erstes Kapitel lesen

2020 | OriginalPaper | Buchkapitel

4. Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia

verfasst von : Salma S. Abed, Shaza W. Ezzi

Erschienen in: Digital and Social Media Marketing

Verlag: Springer International Publishing

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Abstract

This study aims to explore whether Saudi customers’ intention and adoption of social commerce differ according to their demographic characteristics. Four demographic factors, namely age, gender, education, and customer’s experience with social media, have been examined in this present study. The data was collected from a field survey questionnaire administered to a convenience sample of Saudi customers. The main statistical results (mean and standard deviation) reveal that Saudi customers’ intention and adoption of social commerce are likely to differ due to customers’ demographic differences. The results indicate that Saudi customers’ behavioural intention towards social commerce adoption would differ according to their age groups and experience with social media. Furthermore, Saudi customers’ behaviour towards social commerce adoption would differ according to their gender. However, the educational level does not affect Saudi customers’ behavioural intention and usage behaviour of social commerce adoption.

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Vorheriges Kapitel Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis
Nächstes Kapitel Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping
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Metadaten
Titel
Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia
verfasst von
Salma S. Abed
Shaza W. Ezzi
Copyright-Jahr
2020
Verlag
Springer International Publishing
Buch
Digital and Social Media Marketing

Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright-Jahr: 2020

DOI
https://doi.org/10.1007/978-3-030-24374-6_4

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