Social Media Usability and Its Impact on Buyer Purchasing Behavior Based on Buyer's Trust: Saudi Arabia Context

Abstract

The current research investigates the social media usability influences on buyer purchasing behavior based on buyer's trust in Jeddah city, Saudi Arabia. This research proposes and tests a five-factor model that influences purchasing behaviors. These factors include the independent variables of social media usability, namely connectedness, openness, speed, accessibility, and participation, while the dependent variable is purchasing behavior. In order to explore this issue, a quantitative method was used in the form of a questionnaire issued in Jeddah city. The research targeted 500 respondents as a representative sample, rather than the whole population. A random sample was used to choose the participants in this research. The research retrieved 370 valid questionnaires, which represented a response rate of 74%. The results confirm significant differences in the influence of these factors on purchasing behavior. The research concludes that there are significant influences from connectedness, openness, speed, accessibility, and participation.