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Abstract Advances in electronic service technology have created great opportunities as well as threats to organizations in various business and services sectors. As such businesses, either willingly or reluctantly, are increasingly embracing the Internet as distribution channel in order to remain competitive or gain market share. With particular reference to e‐services, absence of accurate information on factors that have influenced users’ behaviour to adopt or use e‐services could mislead an organization into adopting unhelpful solutions as it strives to accelerate the implementation of e‐services. This study, based on the diffusion of innovations (DOI) theory leveraged into the online environment, investigates factors that influence adoption and usage of e‐service, especially, in Saudi Arabia. Factors were empirically tested against data collected from 651 participants using survey questionnaires. Perceived Complexity was found to be the most significantly related factor affecting e‐service adoption in Saudi Arabia, followed in turn by Privacy and Compatibility. Quality of the Internet and its relative advantage also had a notable affect on e‐service usage and adoption in Saudi Arabia.
Al‐Ghaith et al. (Fri,) studied this question.