The Impact of Trusted and Secured Transactions in an E-Commerce Environment on Consumers’ Behaviour: The Case of Saudis in the UK

The work reported in this paper is part of a larger study that attempts to compare the online activities of Saudis living in Saudi Arabia and those living in the United Kingdom (UK). The study aims to answer the question on whether the environment plays a key role and impact on the activities of Saudis online customers. This paper deals only with the research conducted in the UK and attempts to understand the activities and perception of Business to Customer (B2C) E-Commerce (EC) among Saudis living in the UK. This study tries to assess the impact of the environmental change on the online shopping behaviour. Quantitative data was collected from 169 Saudis living in the UK. Trust in both security and payment (SP) were tested as well as nine hypotheses. The results confirm that there is a high number of Saudi residents living in the UK trusting the security and payment systems when engaging in online transactions in the UK. Furthermore, the outcomes of hypotheses testing show that the new secured and trusted environment affects Saudis consumers in the UK. Hence, these primary results suggest that the environment plays an important role in changing the shopping behaviors of online customers.