THE INFLUENCE OF ONLINE REVIEWS ON CONSUMER BEHAVIOR IN JEDDAH, SAUDI ARABIA

Abstract

This research investigates the influence of online reviews on consumer behavior in Jeddah, Saudi Arabia, using a mixed-methods approach to fill a notable gap in the literature concerning e-WOM (electronic word-of-mouth) in this region. The study is motivated by the need to understand how online reviews, a critical aspect of digital consumer engagement, impact purchasing decisions within a culturally specific context. Through a structured survey of 199 consumers and six indepth interviews, the research explores the role of trust, credibility, and product-specific factors in shaping consumer behavior. Quantitative data analysis using correlation and regression techniques, reveals that online reviews significantly influence product perception and buying decisions, highlighting the importance of reviewing authenticity and the characteristics of reviewers. The Qualitative insights derived from thematic analysis further elaborate on consumer trust dynamics, emphasizing factors such as review recency, the reputation of the reviewer, and cultural nuances in interpreting reviews. This study contributes to the existing body of knowledge by offering detailed insights into consumer behavior in Jeddah, aligning with broader theoretical models on trust and social proof. The findings provide practical recommendations for enhancing online review systems to improve consumer confidence and decision-making in the Saudi Arabian market.