This research intends to determine the key elements affecting the intention to use and the\nusage/adoption of B2C and C2C e-marketplaces in Saudi Arabia; drawing upon the theories\nof Hofstedeâ??s cultural dimensions and UTAUT2 model. There has been little research in the\narea of C2C e-marketplaces adoption particularly in Saudi Arabia. This research proposes a\nframework that aids in exploring those factors. For achieving these objectives, a quantitative\napproach has been utilized. Data for this study will be collected from active users of internet\nin Saudi Arabia via survey. Analysis will be made using Structural Equation Modelling (SEM).\nThis research will also add to the e-marketplace literature through a theoretical framework\nwhich will also show the intention to use and the adoption/usage behavior of consumers in\nSaudi Arabia. The findings of this study are also going to be proved as helpful for the\ngovernment as well as business organizations related to this area. Additionally, this research\nis also going to provide an empirically based model regarding factors affecting the intention\nto use and the adoption/usage of e-marketplaces.
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