Customers Perceptions Toward The Use of Online Services: The Case of Saudi Telecommunication Sector
The consumer attitudes perceptions toward online services can help marketing managers predict the online services rate and evaluate the future growth of commerce. In general, the research expected to contribute to the theory and practice of consumer behavior consumer perceptions toward online services. This research intends to propose framework that will implementing the consumer perceptions towards online service dimensions, mainly, (perceived usefulness, and perceived ease of use, perceived enjoyment, and privacy security) that is compatible with the Saudi telecommunication companies. The objective of this study are to test the framework, structural equation modeling techniques have been applied to data collected from 102 customers of telecommunication sector in Saudi Arabia. Therfor the result build that the factors affects the consumer perceptions towards online service, thus all of these factors enhance the ability of the consumer to handle the products or services and search them through the internet. Additional, there is statistically significant effect the factors consumer perceptions towards online service at Saudi telecommunication sector.Keywords: Customers, Attitudes, Perceptions, Toward, Online Services
Al Smadi, S. (2002). Consumer attitudes toward online shopping in Jordan: opportunities and challenges. The 1st Marketing Conference, U.A.E.
Bellman, S., G. Lohse, & Johnson, E. (2000). Predictors of online buying behavior. Communications of the ACM., 12: 32-38.
Boyer, K.R., Hallowell, & Roth, A. V. (2002). E-services: operating strategy - a case study and method for analysing operational benefits. J. Operations Management, 20.
Case, T., Burns, O. M. & Dick, G. N. (2001). Drivers of on-line purchasing among U.S. university students. Proceedings of the 7th Americas Conference on Information Systems, Boston.
Chan, S. Cheung, & Lu, T. (2004). Understanding Internet Banking Adoption and Use behavior. A Hong Kong perspective. J of Global Information Management.
Chen C.W., Chang, A. & Alex, K. H. (2006). Evaluation of inference adequacy in cumulative logistic regression models. An empirical validation of ISW-ridge relationships, China Ocean, 22.
Chiang, K.P. & Dholakia, R.R. (2003). Factors driving consumer intention to shop online. An empirical investigation. J. of consumer psychology, 13: 1/2: 177-183.
East, R., (1997). Consumer Behaviour: Advances and Applications in Marketing, Prentice Hall, London.
Ebling, T., (2001). The economics of online banking. Target Marketing; Philadelphia., 24: 67-78.
Elliott, & Speck, (2005). Factors That Affect Attitude Toward A Retail Web Site, Discussion. 11:22, Online Peer and Editiorial Recommendations.
Gefen, D.E. Karahanna, & Straub, D.W. (2003). Inexperience and experience with online stores: the importance of TAM and trust. IEEE Transactions on Engineering Management. 50. 3: 307-321.
Georgiades, P.J. Dupreez, Downald, B. & Simintiras, A. (2000). Attitudes toward online purchase behavior: comparing academics, students and others, EBMS Working Paper. 4: 1470-2398).
Ghazali, N., & Weetman, P. (2006). Perpetuating traditional influences: Voluntary disclosure in Malaysia following the economic crisis. J. International Accounting, Auditing and Taxation, 15. 2: 226−248.
Ginovsky, J., (2001). Bricks can excel at clicks. ABA Bankers News: ashington, 9: 8: 17.
Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. J Business Research., 62: 5. 565.
Hernandez, J. M. C. & Mazzon, J.A. (2007). Adoption of internet banking: proposition and implementation of an integrated methodology approach, J. Inte Bank Mark. 25. 2: 72-88.
Higgins, A. (2001). Designing with the new Internet. Machine Design, Cleveland., 73. 14:90-94.
Hoffman, D. L. & Novak, T.P. (2002). A new market for paradigm for electronic commerce. J. Information Society., 13: 43-54.
Hsu, H. (2006). An empirical study of web site quality, customer value, and customer satisfaction based on E-shop. J. The Business Review., 5. 1: 190.
Jarvenpaa, S. N. Tractinsky, & Vitale, M. (2000). Consumer Trust in an Internet Store. J. Information Technology and Management, 1: 45-71.
Jayawardhena, C. (2004). Personal Values' Influence on e-Shopping Attitude and Behaviour. J. Internet Research, 14: 127-138.
Joon Moon, B. (2004). Consumer adoption of the internet as an information search and product purchase channel: some research hypotheses. J. International of Internet Marketing and Advertising., 1: 104-118.
Kau, K. A., Tang, Y.E. & Ghose, S. (2003). Typology of Online Shoppers. J. of Consumer Research., 20. 2: 139-156.
Keng, C. J. Huang., Zheng, T. L. & Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing An empirical investigation of shopping mall customers in Taiwan. J. International of Service Industry Management., 18.
Kim, S. R. Williams, & Lee, Y. (2003). Attitude toward online shopping and retail website quality: A comparison of US and Korean consumers. J of International Consumer Marketing.
Kotler, P. & Armstrong, G. (2000). Marketing 5th Ed., Prentice-Hall: Englewood Cliffs, NJ.
Lee, M. & Johnson, K. (2002). Exploring difference between Internet apparel purchasers, browsers, and non-purchasers. J of Fashion Marketing and Management, 6: 2.
Leo, C., R. Bennett, & Härtel, C. (2005). Cross-culture differences in consumer Decision-making styles. J. Cross Cultural Management., 12. 3: 32-62.
Li, H., Kuo, C. & Russell, M. G. (1999). The impact of perceived channel utilities, shopping orientations and demographics on the consumer’s online buying behavior. J. Computer Mediated Communication., 5: 23-50.
Lim, H. & Dubinsky, A.F. (2004). Consumers’ perceptions of e-shopping characteristics: an expectancy value approach. J. Services Marketing., 18: 500-13.
Lin, C. & Hong, C. (2006). Using customer knowledge in designing electronic catalog, Expert Systems with Applications: www.elsevier.com/locate/eswa.
Magee, M., (2003). Boom or bust for shopping. The Snday Tribune: http://web.lexisnexis. com/universe/document (Retrieved December 22).
Morimoto, M. & Chang, S. (2006). Consumers' Attitudes toward Unsolicited Commercial E-mail and Postal Direct Mail Marketing Methods: Intrusiveness, Perceived Loss of Control, and Irritation. J. Interactive Advertising., 7: 8-20.
Paderni, L. (2005). the web's latest trend fashion. From. http://www.forrester.com/Research/Document/Excerpt/0,7211,37531,00.
Parissa, H. & Maria, M. (2005). Consumer Attitude toward Advertising via Mobile Devices - An Empirical Investigation among Austrian Users. ECIS Proceedings.
Rendleman, J. (2001). Customer data means money, InformationWeek; Manhasset. 851: 49-50.
Schubert, P. & Dorian, S. (1999). Web Assessment - Measuring the Effectiveness of Electronic Commerce Sites Going beyond Traditional Marketing Paradigms, Proceedings of the Hawaii International Conference on System Sciences.
Sekaran, U. & Bougie, R. (2010). Research Methods for Business: A Skill Building Approach. UK: John Wiley & Sons. 7.
Senecal, S. & Natel, J. (2004). The influence of online product recommendation on consumers online choice, J. Retailing., 80: 159-16.
Shergil, G. & Chen, Z. (2005). Web-based shopping: consumers’ attitudes towards online shopping in New Zealand. J. Electronic Commerce Research. 6: 2.
Shim, E., Lotz, S. & Warrington, P. (2001). An online prepurchase Intentions model: The role of intention to search., J.Retailing, 77: 394-416.
Smith, A. (2004). Cybercriminal impacts on online business and consumer confidence. J. Online Information Review., 28. 3: 224-234.
Teo, T. S. H. (2006). To buy or not to buy online: Adopters and non-adopters of online shopping in Singapore. J. Behaviour & Information Technology.
Wu, G. (1999). Perceived interactivity and attitude toward website, Annual Conference of American Academy of Advertising Albuquerque, Mexico.
Wu, S. (2003). The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence and Planning., 21. 1: 37-44.
Yang, B. & Lester, D. (2004). Attitudes toward buying online, Cyber Psychology & Behavior. 7., 1: 85-91.
Yu, C.S. (2008). Assessing and differentiating the quality of Internet-based services: a case of Internet banking in Taiwan. J. Service Industries. 28: 5.
Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: Implications for future research and managerial practice. Cambridge, MA: Marketing Science Institute.
This work is licensed under a Creative Commons Attribution 3.0 License.
To make sure that you can receive messages from us, please add the 'macrothink.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.
Copyright © Macrothink Institute ISSN 1941-899X
'Macrothink Institute' is a trademark of Macrothink Institute, Inc.