Website Design, Technological Expertise, Demographics, and Consumer¡¯s E-purchase Transactions

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.