Building Trust in Social Commerce Businesses: A Study of the Perceptions of Female Consumers in Saudi Arabia

Abstract

During the last decade, online shopping has rapidly evolved from traditional electronic commerce websites to social commerce, which incorporates social media features (Stephen and Toubia 2010; Chen and Shen 2015; Zhang and Benyoucef 2016). In particular, the number of online consumers has increased. Despite the studies conducted within the field of social commerce (Eid 2011; Makki and Chang 2014; Alharethi 2016), there is a lack of understanding of women’s perceptions of trust in Saudi Arabia