Saudi Consumer Behavior in the Digital Age: A Cyber-Sociological Analysis

Abstract

In the digital age, understanding Saudi consumer behavior online is critical. This study addresses the significant knowledge gap in this area by investigating how five technological components (AI-driven personalization, chatbots, social media, risk perception, and social proof mechanisms) reshape consumer actions online. An online survey was conducted with 984 Saudi participants to gather data on these technological components and their impact on consumer behavior. Results indicated that personalized AI-driven recommendations strongly impact impulse buying, chatbots enhance trust and online purchase intentions, social media engagement drives brand loyalty, Saudi consumers exercise caution when facing risks from unfamiliar online sources, and social proof mechanisms on e-commerce platforms boost consumer confidence and conversion rates. The findings enrich the understanding of Saudi digital consumer behavior, benefiting marketers, policymakers, and academics in the ever-evolving digital landscape. Future studies can further explore emerging technologies' impact on digital consumer behavior.