The Impact of Cultural Factors on Online Shopping Behaviors: The Mediating Role of Trust in the Saudi Arabia E-Commerce Context

Abstract

Online shopping behavior is increasingly influenced by cultural and psychological factors, yet the mechanisms through which cultural values shape consumer decisions remain underexplored, particularly in emerging markets such as Saudi Arabia. This study investigates the impact of four cultural factors cultural orientation toward technology, trust orientation in social interactions, risk perception in online transactions, and the value of social influence on online shopping behavior, with trust as a mediating variable. A quantitative research design was employed, and data were collected via structured questionnaires distributed to 300 Saudi consumers experienced in online shopping. Descriptive statistics, reliability analysis, and hypothesis testing were conducted using SPSS to examine the relationships between the variables. The results indicate that cultural orientation toward technology and trust orientation significantly enhances consumer trust, which in turn positively affects online shopping behavior. Risk perception negatively impacts trust and purchase intentions, while social influence strengthens trust and facilitates adoption of e-commerce platforms. These findings highlight the central role of trust as a bridge between cultural values and consumer behavior. The study contributes to the theoretical understanding of cultural factors in e-commerce adoption and provides practical insights for businesses seeking to optimize digital strategies and consumer engagement in culturally diverse contexts.