[雙語(yǔ)翻譯]外文翻譯--社交媒體和移動(dòng)媒介電子商務(wù)的影響（英文）

1、International Management Review Vol. 11 No. 2 2015 98Understanding the Effects of Social Media and Mobile Usage on E-Commerce: An Exploratory Study in Saudi Arabia Eyad Makki and Lin-Ching Chang Department of Elect

2、rical Engineering and Computer Science, School of Engineering, The Catholic University of America, Washington, DC, United States 10makki@cardinalmail.cua.edu and changl@cua.edu [Abstract] The social media and mobile us

3、age in Arab World is exhibiting substantial growth throughout the past few years, especially in Saudi Arabia. The economy of Saudi Arabia is also growing fast as well as internet usage and social media penetration. How

4、ever, the growth of E-commerce in the country is not consistent with the growth of the forgoing factors or with the neighboring countries. The progress of E-commerce in Saudi Arabia was formerly studied by investigatin

5、g various obstructions and motivations of E-commerce. This paper is conducted to explore the effects of social media and mobile usage on E-Commerce by studying consumer behaviors and E-commerce websites in the country.

6、 A comprehensive online survey was created to collect over 1,000 valid responses from Saudi individuals. A dynamic website was also created to collect data from more than 160 E-commerce sites in Saudi Arabia. In this

7、paper, we examine the effects of social media and mobile usage resulted from our data analysis. We found that social media and mobile usage play significant roles on E-commerce in Saudi Arabia. The findings provide new

8、 guidance to the online retailers to better utilize the social media and mobile marketing to enhance their business. [Keywords] E-commerce, social media, mobile, m-commerce, Saudi Arabia Introduction E-commerce adopti

9、on and implementation in developed and developing countries have been carefully studied with focuses on consumer behavior and/or business issues. However, little is known about the evolution of E-commerce in Saudi Arab

10、ia (Abed, Dwivedi, Almousa, 2013; Khan, 2014) have reported factors that motivate or inhabit the evolution of E-commerce in Saudi Arabia focusing on either businesses or consumers. This paper will review and examine t

11、he effect of social media and mobile usage on E-commerce in Saudi Arabia. E-commerce is vital for many businesses to remain in competitive markets; it is also an important economic growth factor (Abed et al., 2015; Ch

12、eng, 2015). E-commerce purchase growth in the Middle- East and North Africa (MENA) is 45% in 2014 according to the Payfort’s report (Al-Khalidi, 2015) and the growth is estimated to reach about 52% in 2020 (Al-Khalidi,

13、Abdalla, Soudodi, AlGhamdi, Drew, AlGhamdi, Nguyen, Nguyen, Almousa, 2013; Telecommunications Predictions 2014 Middle East, 2014). A recent report indicated that internet growth in the Arab World have increased sign

14、ificantly in the past decade to 400% (Khalidi, Soudodi, Syed, Al-Hudhaif M. Alshehri, Aldabbas, Sawle, Brdesee et al., 2012; Sait et al., 2004). For examples, Al-Hudaif M. Alshehri et al., 2012; Khan, 2014). Abed e

15、t al. studied research efforts related to E-commerce and social media in Saudi Arabia (Abed et al., 2015). An interesting report by de Kerros Boudkov Orloff discussed different factors related to business, consumers,

16、government and banks (de Kerros Boudkov Orloff, 2012). 95% of Saudi residents own mobiles in a rate of 1.8, meaning for every 10 individuals there are 18 mobiles (Alsenaidy AlGhamdi, Nguyen, et al., 2012). The Object

17、ive of the Study The objective of this paper is to answer the following questions in order to determine the effects of social media and mobile usage on E-commerce in Saudi Arabia and to what extent: ? Do social medi

18、a and mobile usage play a role on E-commerce in Saudi Arabia? And in what aspects? ? Does social media communication affect online purchase decision making? And by which genders? ? Are E-commerce sites in Saudi Ara

19、bia nowadays utilizing social media and mobile marketing? Methodology Data Collection Methods Qualitative approaches were used in this study aiming to gather an in-depth understanding of the motivators and inhibitors

20、 of E-commerce in Saudi Arabia. To accomplish the goal, we have developed an extensive online survey to collect data from Saudi individuals and created a website to collect data from Saudi E-commerce sites (or E-stores

21、). Given the popularity of social media in the country, the survey was distributed to local Saudi Arabians using various social media channels. For the purpose of this paper we will focus on social media and mobile usa