The Impact of Security and Payment Method On Consumers’ Perception of Marketplace in Saudi Arabia (Case Study on Noon)

Abstract

Digital transformation has been accelerated in recent years, and COVID-19 has resulted in a rise in overall internet spending. Businesses must take measures in order to ensure that customers have a safe and enjoyable online purchasing experience. In this paper, customers’ security perceptions regarding the most popular e-commerce applications in Saudi Arabia are explored. Surveys were distributed online via Google Form to 200 participants in total as part of a cross-sectional research design using quantitative methodology. The main findings were related to confirming eight main hypotheses of the research that were related to testing if some factors were important to forming perceived trust by customers. Five factors (trust, security, reputation, benefits, and convenience) were found to have a positive effect, and the remaining three were not (familiarity, size, and usefulness). Finally, this study recommends various actions for practitioners and policymakers to take in order to improve customer perceptions of payment methods and security in Saudi Arabia