Abstract

This study examines the relationship between consumer characteristics (demographic characteristics and personality traits) and SST adoption in Multiple Service Industries in Saudi Arabia. With regards to the appropriate population sample, it should be 384 (Sekaran, 2003), and as such, the sample comprised of 400 individuals where data was obtained by self-administered questionnaire. This study addressed some assumptions of analysis including normality and multicollinearity. Furthermore, this study used multiple regressions analysis in order to test the relationship between independent variables and dependent variable. This study found a positive and significant association between demographic characteristics and SST adoption and a positive significant effect of personality traits on SST adoption. Eventually, this study offered some limitations and suggestions for future studies towards the end.