摘要：Understanding what motivates and impedes shoppers from either purchasing or not purchasing through the Internet will become increasingly important as more and more consumers around the world gain access to and experience on the Internet. Showing the strongest sales growth of any country in the Middle East, Saudi Arabia (S.A.) is on the cusp of the Internet revolution. Using the Extended E-Commerce Technology Acceptance model, this research investigated what consumers from both Saudi Arabia and the United States (U.S.) perceive about using technology for online shopping as well as their perceptions of risk. U.S. consumers had a more positive attitude toward online shopping as well as a greater intention to shop online. These consumers also perceived technology for online shopping more useful and easier to use than S.A. consumers. In all cases, U.S. consumers perceived less overall risk to online shopping and less perceived risk on 6 different risk dimensions than did S.A. consumers. As 99% of U.S. respondents had purchased a product online compared to only 28% of S.A. respondents, experience with the online purchasing process may contribute significantly reduced levels of perceived risk as well as a more positive attitude to shopping online, a greater intention to shop online, perceived ease of use and usefulness. Results shed light on understanding how situational differences (online shopping experience) may be related to cultural differences (nationality) with regards to perceived risk in online shopping
