اثر عوامل البيئة التنظيمية والتكنولوجية في نطاق استخدام التجارة الالكترونية والاداء : دراسة ميدانية في قطاع تجارة التجزئة في المملكة العربية السعودية

This study aimed to investigate the role of regulatory and technological environment factors in influencing the extent of e-commerce use and retail business performance in the Kingdom of Saudi Arabia. A number of factors have been identified that affect the scope of use of electronic commerce in the retail sector in the Kingdom of Saudi Arabia. The researcher surveyed 27 large retail stores that have already adopted e-commerce. The structural equation modeling (SEM) method was used to analyze the data. The results indicated that the scope of the use of electronic commerce has a positive impact on business performance in terms of improving internal processes, competitive position, providing customer service, general business performance and increasing the customer base. The scope of the use of electronic commerce is positively affected by the perceived benefits of electronic commerce, and is negatively affected by the obstacles that prevent the use of electronic commerce. The results focused on the main areas that require serious measures from those involved in e-commerce in the retail sector in Saudi Arabia in order to promote growth in this sector.