The rise of Internet technology has transformed consumer shopping behaviors, offering convenience and a wide range of options, making online shopping increasingly popular. In Saudi Arabia, this trend has grown significantly due to higher internet penetration, technological advancements, and shifting consumer preferences. However, building and maintaining consumer trust remains a crucial challenge. Despite the growing interest, there is limited research on the unique aspects of Saudi consumers’ online shopping behaviors. This study aims to address this gap by identifying key factors influencing these behaviors and examining their impact on purchase intentions, with a focus on the mediating role of consumer trust. This study explores factors influencing online shopping behavior and their impact on purchase intention, with a focus on consumer trust as a mediator. Using a survey of 573 respondents from Jeddah and Medina, Saudi Arabia, key factors identified through literature review include perceived usefulness, ease of use, risk perception, website quality, and social influence. The quantitative analysis revealed that customer service and return policies, information quality, perceived convenience, ease of use, usefulness, cost-saving, product variety, and social influence significantly affect consumer trust, which in turn enhances purchase intention. These findings provide valuable insights for businesses to optimize digital strategies, enhance consumer engagement, and foster long-term customer relationships, thereby boosting satisfaction and online business success.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Al Hamli, S. S., Sobaih, A. E. E. (2023). Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic. J. Risk Financial Manag., 16, 36. https://doi.org/10.3390/jrfm16010036

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2020). Customer retention in the e-commerce era: Exploring the role of e-retail quality, satisfaction and trust. Journal of Business Research, 122, 687–706.

Alanezi, F. M., & Palvia, P. C. (2016). Online trust in e-commerce: A review and theoretical foundation. Information Systems Journal, 26(2), 81–125.

Al-Debei, M. M., & Lozi, E. (2014). Investigating the factors influencing the adoption of e-commerce in developing countries: The case of Jordan. Journal of Internet Banking and Commerce, 19(3), 1–14.

Al-Gahtani, S. S., & King, M. (2022). Examining the factors influencing online purchase intention: Empirical evidence from Saudi Arabia. Journal of Retailing and Consumer Services, 64, 102844.

Alharthey, B. (2020). The Role of Online Trust in Forming Online Shopping Intentions. International Journal of Online Marketing, 10(1), 32–57. https://doi.org/10.4018/ijom.2020010103

Ali, M. A., Alam, W., Haque, S., & Akhtar, A. (2023). Impact and Significance of CRM in Rural Banking—A Comprehensive Study. Agricultural Mechanization in Asia, 54(02), 10.

Al-Maghrabi, T., Dennis, C., & Halliday, S. V. (2014). Antecedents of continuance intention to online shopping: The case of Saudi Arabia. Journal of Business Research, 67(11), 2486–2493.

Al-Somali, S. A., Gholami, R., & Clegg, B. (2010). An investigation into the acceptance of online banking in Saudi Arabia. Technovation, 30(6–7), 326–335.

Altamony, H., Alshurideh, M. T., & Shaqour, B. (2022). Online shopping behavior and its impact on purchase intention: A study on Saudi consumers. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 31–48.

Alzahrani, A. I., Alfarraj, O., & Alalwan, A. A. (2019). The effect of eWOM on customers’ online purchase intention: The moderating role of product type. Journal of Theoretical and Applied Electronic Commerce Research, 14(2), 16–30.

Alzahrani, A. I., Alqahtani, R. A., Alasmari, A. M., & Mubaraki, H. M. (2021). The role of trust in e-commerce adoption and its influence on purchase intention: A study in Saudi Arabia. International Journal of Information Management, 57, 102313.

Arshad Khan, M., & Alhumoudi, H. A. (2022). Performance of E-Banking and the Mediating Effect of Customer Satisfaction: A Structural Equation Model Approach. Sustainability, 14(12), 7224. https://doi.org/10.3390/SU14127224

Baabdullah, A. A., & Ansari, Y. (2020). Factors Influencing Online Buying Behavior of Customers in Saudi Arabia. Journal of Economic, Administrative and Legal Sciences, 4(6). https://doi.org/10.26389/ajsrp.l071219

Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(4), 473–481. https://doi.org/10.1086/209186

Bhattacherjee, A., & Premkumar, G. (2004). Understanding changes in belief and attitude toward information technology usage: A theoretical model and longitudinal test. MIS Quarterly, 28(2), 229–254. https://doi.org/10.2307/25148634

Chen, Y., & Lin, L. (2022). Enhancing customer trust in online shopping: The role of responsive customer service. Journal of Retailing and Consumer Services, 65, 102743.

Cheung, C. M., Lee, M. K., & Rabjohn, N. (2018). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 115, 77–93.

Chiu, C. M., Hsu, M. H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872–1888. https://doi.org/10.1016/j.dss.2006.04.001

Chiu, C. M., Wang, E. T. G., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers’ repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value, and perceived risk. Information Systems Journal, 24(1), 85–114. https://doi.org/10.1111/j.1365-2575.2012.00407.x

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008

Dong, N., Lin, S., Liao, X., & Zhao, Y. (2020). How does perceived website interactivity affect customers’ trust and purchase intention? The mediating role of online reviewers’ reputation. Internet Research, 30(1), 233–253.

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737. https://doi.org/10.1016/S0305-0483(00)00021-9

Habib, S., & Hamadneh, N. N. (2021). Impact of Perceived Risk on Consumers Technology Acceptance in Online Grocery Adoption amid COVID-19 Pandemic. Sustainability, 13(18), 10221. https://doi.org/10.3390/su131810221

Habib, S., Hamadneh, N. N., & Khan, M. A. (2021). Influence of electronic word of mouth (Ewom) and relationship marketing on brand resonance: A mediation analysis. Sustainability (Switzerland), 13(12), 6833. https://doi.org/10.3390/su13126833

Harrison McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 11(3–4), 297–323. https://doi.org/10.1016/S0963-8687(02)00020-3

Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human-Computer Studies, 65(8), 689–708. https://doi.org/10.1016/j.ijhcs.2006.11.018

Huang, Y., Lee, L., & Huang, J. (2022). Understanding consumers’ perceived cost saving in online shopping: A dual-process perspective. Journal of Interactive Marketing, 64, 69–84.

Jarvenpaa, S. L., & Todd, P. A. (1997). Consumer reactions to electronic shopping on the World Wide Web. International Journal of Electronic Commerce, 1(2), 59–88. https://doi.org/10.1080/10864415.1996.11518283

Jiang, P., Rosenbloom, B., & Mao, E. (2013). Customer satisfaction with and trust in a website: Perceived usefulness and ease of use as antecedents to trust. Cyberpsychology, Behaviour and Social Networking, 16(6), 397–402.

Keisidou, E., Sarigiannidis, L., & Maditinos, D. (2021). Factors affecting consumer trust in electronic commerce. Journal of Business and Industrial Marketing, 36(1), 70–80.

Khan, M. A. (2021). Netizens ‘Perspective towards Electronic Money and Its Essence in the Virtual Economy: An Empirical Analysis with Special Reference to Delhi-NCR, India. Complexity, 2021, 1–18. https://doi.org/10.1155/2021/7772929

Khan, M. A., & Minhaj, S. M. (2021). Performance of online banking and direct effect of service quality on consumer retention and credibility of consumer and mediation effect of consumer satisfaction. International Journal of Business Information Systems, 1(1), 1. https://doi.org/10.1504/ijbis.2021.10043829

Khan, M. A., & Minhaj, S. M. (2022). Dimensions of E-Banking and the mediating role of customer satisfaction: a structural equation model approach. International Journal of Business Innovation and Research, 1(1), 1. https://doi.org/10.1504/ijbir.2022.10045447

Khan, M. A., Alakkas, A. A., Khojah, M., et al. (2023). Corporate Social Responsibility and Corporate Brand Awareness: An Interface in the Kingdom of Saudi Arabia. International Journal of Professional Business Review, 8(11), e03824. https://doi.org/10.26668/businessreview/2023.v8i11.3824

Khan, M. A., Alhathal, F., Alam, S., et al. (2023). Importance of Social Networking Sites and Determining Its Impact on Brand Image and Online Shopping: An Empirical Study. Sustainability, 15(6), 5129. https://doi.org/10.3390/su15065129

Khan, M. A., Vivek, Minhaj, S. M., Saifi, M. A., et al. (2023). Impact of Store Design and Atmosphere on Shoppers’ Purchase Decisions: An Empirical Study with Special Reference to Delhi-NCR. Sustainability, 15(1), 95. https://doi.org/10.3390/su15010095

Kim, H. W., & Park, J. H. (2017). Investigating the effect of website quality on e-satisfaction and e-trust: A holistic approach based on Web 2.0. Journal of Electronic Commerce Research, 18(3), 236–249.

Kim, J., Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247. https://doi.org/10.1016/j.jretconser.2008.11.019

Kim, L., Pongsakornrungsilp, P., Pongsakornrungsilp, S., et al. (2022). Determinants of perceived e-learning usefulness in higher education: A case of Thailand. Innovative Marketing, 18(4), 86–96.

Kim, M. J., & Lennon, S. J. (2021). Impact of perceived website usability on online shopping: The moderating role of consumer innovativeness. Computers in Human Behavior, 114, 106513.

Kim, Y., Shin, D. H., & Jung, T. (2020). Understanding customer satisfaction and repurchase decisions in online shopping: The role of customer perceived value and customer satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 15(2), 33–49.

Kwon, I. W. G., & Lennon, S. J. (2010). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 63(9–10), 919–925.

Lal, P. (2017). Analyzing determinants influencing an individual’s intention to use social commerce website. Future Business Journal, 3(1), 70–85. https://doi.org/10.1016/j.fbj.2017.02.001

Lee, K. C., & Youn, S. (2009). Electronic word of mouth (eWOM) effects on restaurant patronage intentions: A unified perspective based on justice theory. International Journal of Hospitality Management, 28(4), 649–659.

Li, X., Guo, X., & Zhang, X. (2019). Understanding consumer purchase intention in social commerce: A trust transfer perspective. Information and Management, 56(8), 103160.

Liang, T. P., Ho, Y. T., Li, Y. W., & Turban, E. (2023). How information quality affects consumers’ purchase intention and satisfaction in online shopping. Information and Management, 60(1), 103646.

Liébana-Cabanillas, F., Marinković, V., & Kalinić, Z. (2019). Antecedents of online consumer trust: A systematic review of the literature. International Journal of Information Management, 49, 173–186.

Ter Huurne, M., Ronteltap, A., Corten, R., & Buskens, V. (2017). Antecedents of trust in the sharing economy: A systematic review. Journal of Consumer Behaviour, 16(6), 485-498.

Lu, B., Fan, W., & Zhou, M. (2016). Social presence, trust, and social commerce purchase intention: An empirical research. Computers in Human Behavior, 56, 225–237. https://doi.org/10.1016/j.chb.2015.11.057

Minhaj, S. M., Rehman, A., Das, A. K., et al. (2024). Investor Sentiment and the Function of Blockchain Technology in Relation to Digital Currencies: The Here and Now and the Future. Educational Administration: Theory and Practice. https://doi.org/10.53555/kuey.v30i5.3942

Nguyen Thi, B., Tran, T. L. A., Tran, T. T. H., et al. (2022). Factors influencing continuance intention of online shopping of generation Y and Z during the new normal in Vietnam. Cogent Business & Management, 9(1), 2143016.

Nishad Abdu Rahiman(2024) Start an E-commerce Business in Saudi Arabia. Retrieved from https://analytix.sa/ecommerce-business-in-saudi-arabia/ dated 02-09/2024

Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing Science, 19(1), 22–42. https://doi.org/10.1287/mksc.19.1.22.15184

Nuseir, Mohammed & Akroush, Mamoun & Mahadin, Bushra & Bataineh, Abdallah. (2010). The effect of e-service quality on customers' satisfaction in banks operating in Jordan: an empirical investigation of customers' perspectives. International Journal of Services, Economics and Management. 2. 80-108. 10.1504/IJSEM.2010.029793.

Sari, M. W., & Baridwan, Z. (2013). Sikap Penggunaan mobile commerce: Modifikasi teori Technology Acceptance Model. J. Ilm. Mhs., 2(1).

Sharma, A., Borah, S. B., & Kar, A. K. (2020). Unveiling the relationship between website security cues and consumer trust: Moderating effect of information sensitivity. Journal of Retailing and Consumer Services, 52, 101937.

Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., et al. (2021). Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 1008–1024. https://doi.org/10.3390/jtaer16040057

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0

Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186–204. https://doi.org/10.1287/mnsc.46.2.186.11926

Wang, C., Wang, X., Liao, J., & Huang, H. (2019). Factors affecting consumer trust in Chinese online auctions: The moderating role of seller reputation. Electronic Commerce Research and Applications, 36, 100870.

Wang, D., & Zhao, X. (2022). Enhancing online purchase intention: The role of product variety and website design. Journal of Retailing and Consumer Services, 63, 102746.

Wang, J., Shahzad, F., Ahmad, Z., et al. (2022). Trust and consumers’ purchase intention in a social commerce platform: A meta-analytic approach. SAGE Open, 12(2). https://doi.org/10.1177/21582440221091262

Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage of Green Brand Positioning and Green Customer Value with Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust. Sage Open, 12(2). https://doi.org/10.1177/21582440221102441

Yu, C. M., & Lu, Y. (2022). Social influence, satisfaction, and continuance intention in mobile social commerce: A self-determination perspective. Telematics and Informatics, 72, 101654.

Zhang, C., Chen, Y., Li, X., & Jiang, H. (2021). How information richness affects online purchase intention: The mediating role of information quality perception. Information and Management, 58(2), 103395.

Zhang, Y., Peng, X., Zhao, X., & Lei, Y. (2024). An Empirical Investigation of Manufacturers’ Operations Innovations in New Product Development Enabled by E-Commerce Platforms. Production and Operations Management. https://doi.org/10.1177/10591478231224958

Zhao, X., Li, C., Liu, J., & Zhou, Y. (2020). The influence of online customer reviews on purchase intention: A mediated moderation model. Information Processing and Management, 57(3), 102196.