Factors Influencing Consumer Behavior towards Online Shopping in Saudi Arabia Amid COVID-19: Implications for E-Businesses Post Pandemic

Abstract

The coronavirus disease 2019 (COVID-19) has significantly reshaped consumer behaviors in Saudi Arabia, as in most other countries worldwide, and it has played a critical role in rising commercial online activities. The purpose of this study is to test the factors affecting online shopping amid COVID-19 in Saudi Arabia. The five main factors identified from the literature review towards online shopping namely, product variety, convenience, payment method, trust, and psychological factors were analyzed and examined in the Saudi context. The research collected data online through a pre-tested instrument, which was directed to online Saudi consumers via different electronic tools, e.g., email and social media platforms. The results of a statistical analysis showed that only three factors have a direct significant impact on online shopping amid the COVID-19 pandemic. These factors were product variety, payment method, and psychological factors. Convenient and trust factors failed to have a significant impact on consumers’ decisions to shop online amid COVID-19. Both factors were less important for consumers, since shopping online amid COVID-19 has become most common among people. The result will assist e-commerce businesses to better meet consumer demands by adjusting their marketing strategies, especially in times of crisis.