Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia

  • Salma S. AbedEmail author
  • Shaza W. Ezzi
Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)


This study aims to explore whether Saudi customers’ intention and adoption of social commerce differ according to their demographic characteristics. Four demographic factors, namely age, gender, education, and customer’s experience with social media, have been examined in this present study. The data was collected from a field survey questionnaire administered to a convenience sample of Saudi customers. The main statistical results (mean and standard deviation) reveal that Saudi customers’ intention and adoption of social commerce are likely to differ due to customers’ demographic differences. The results indicate that Saudi customers’ behavioural intention towards social commerce adoption would differ according to their age groups and experience with social media. Furthermore, Saudi customers’ behaviour towards social commerce adoption would differ according to their gender. However, the educational level does not affect Saudi customers’ behavioural intention and usage behaviour of social commerce adoption.


Social commerce Social media Customers Saudi Arabia Demographic differences Adoption Behavioural intention 


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© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Department of Management Information Systems, College of Business (COB)King Abdulaziz UniversityRabighSaudi Arabia
  2. 2.Department of Marketing, College of Business (COB)King Abdulaziz UniversityRabighSaudi Arabia

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