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

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