Abstract

This study investigates the association of e-retailer’s website design, the consumers’ technological expertise, and some demographic characteristics with e-purchase transactions. The study was conducted on a sample of 290 respondents of Saudi consumers who had online purchase. The findings revealed a statistically significant positive relationship between the consumers’ technological expertise and their e-purchase transactions. The study also demonstrated no relationship between the e-retailer’s website design and the consumers’ e-purchase transactions. Regarding demographics and consumers’ e-purchase transactions, the study found nonsignificant differences between males and females, as well as among the different levels of education, as opposed to significant differences among the consumer’s monthly income levels in favor of higher-income consumers, and among different age levels in favor of the age 35-45 category. To help both marketers and consumers to gain the benefits of e-purchase, the study recommended e-marketers to establish marketing activities that enhance the consumer adoption of e-shopping; giving more concern to order processing as an important strategy for differentiation and positioning. The study also recommended e-retailers to focus on entertaining and luxury products to attract higher-income consumers. Furthermore, the study advised e-retailers to extensively do consumer behavior research as a base to enhance the planning of e-marketing strategies and activities.

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