A consumers' perspective on E-commerce: practical solutions to encourage consumers' adoption of e-commerce in developing countries - A Saudi Arabian empirical study

This paper presents some consumer concerns on factors influencing their adoption of e-commerce in developing countries. Saudi Arabia was chosen to be the case study for this research. Many researchers report that e-commerce has grown in most developed countries. The majority of their citizens and firms have benefited from applying e-commerce in both local and global markets. Unfortunately, many developing countries are still struggling to adopt e-commerce services in their local market. Therefore, this paper aims to investigate the factors that affect consumers' adoption of e-commerce in developing countries from their perspective. This is done by applying the approach of qualitative research with, Grounded Theory (GT) as a Data Collection Method (DCM) and qualitative data analysis (QDA) technique. The paper's findings have some critical challenges facing e-commerce adoption in developing countries, some motivations and some practical solutions from consumers' perspectives.