Abstract:

Online shopping nowadays has multiple practices to be used by consumers with the diverse discipline and devices, which is an immense impact on e-business. This study examines the Saudi consumers behaviour adoption and their experience of continuing purchasing towards online shopping to understand their motivation. However, this research flow needs to have a roadmap to understand consumer behaviour of buying online shopping as it is been utilised in several studies and implemented in several countries with considerable research dedicated to its adoption in Saudi Arabia. Therefore, the present article examines and summarise the existing several studies of online shopping adoption in Saudi Arabia and highlight the major theories that researchers have used to predict consumer buying that might impact the behavioural intention of users towards the adoption. The findings show that the online shopping adoption literature is unshaped, though it commonly relies on the technology acceptance model and its modifications, admitting that perceived usefulness, and attitude are the most significant drivers of intentions to adopt online shopping in Saudi Arabia. This study implication provides several recommendations for continued research in the area of online shopping usage.