Abstract:

This research aims to determine the key factors influencing the intention to use as well as the use of e-marketplace in Saudi Arabia. There has been little research in the area of E-marketplace adoption in particularly in Saudi Arabia. Drawing upon the theories of Hofstede’s cultural dimensions and UTAUT2 model, this study aims to determine what factors affect the user’s behavior in for adopting and using e-marketplaces. Moreover, the study proposed a framework that helps in investigating those factors. To achieve those objectives, a quantitative approach will be employed. Data will be collected from internet users in Saudi Arabia via survey. Analysis will be performed using Structural Equation Modelling (SEM). This study will contribute to the e-marketplace literature through a theoretical framework that will show the usage and adoption behavior of consumers in Saudi Arabia. This study’s findings will be relevant for both the Saudi Arabian government and businesses by providing an empirically based model concerning the influences that affect the usage of e-marketplaces.