User experience, customer trust, and epurchase decisions: examining the mediating role of trust in a cybersecurity context in Saudi Arabia

Abstract

The rapid expansion of e-commerce in Saudi Arabia has transformed consumer behavior while simultaneously increasing concerns regarding cybersecurity, privacy, and online trust. In this context, user experience (UX) plays a critical role in shaping consumers’ perceptions of security and influencing their purchasing behavior. This study aims to examine how cybersecurity awareness and cybersecurity practices affect e‑purchase decisions, with particular emphasis on the mediating roles of user experience and customer trust. A quantitative design was used, based on a survey of 718 Saudi consumers. SEM and path analysis were conducted to assess direct, indirect, and mediating effects. The results indicate that cybersecurity practices have a strong positive effect on both customer trust and e‑purchase decisions, while user experience significantly mediates the relationship between security practices and trust. Cybersecurity awareness contributes positively to trust, although its direct impact on purchasing behavior remains relatively limited. The findings highlight the central role of trust as a key mechanism linking cybersecurity and consumer decision-making. No statistically significant gender differences were observed. This study contributes to the literature by providing an integrated framework that links cybersecurity, user experience, and customer trust within an emerging digital market context. It extends prior research by emphasizing the mediating role of UX and trust in shaping e‑purchase decisions. However, the study is limited by its cross‑sectional design and focus on a single country. Future research could adopt longitudinal approaches, incorporate additional moderating variables, and explore cross‑cultural comparisons.