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SCIENCE ARTICLE
User experience, customer trust, and epurchase decisions: examining the mediating role of trust in a cybersecurity context in Saudi Arabia
BENAROUS DJAMEL 1
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,
 
Hamood M Alenezi 2
,
 
Samar Ahmed ElRabbat 2
,
 
Rabeb EL HAMDI 3
 
 
 
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1
Management, University of Batna 1, Algeria
 
2
Human Resources, College of Business Administration, Northern Border University, Saudi Arabia
 
3
Marketing, College of Business Administration, Northern Border University, Saudi Arabia
 
 
Submission date: 2026-04-04
 
 
Final revision date: 2026-05-21
 
 
Acceptance date: 2026-06-01
 
 
Online publication date: 2026-08-14
 
 
Publication date: 2026-08-14
 
 
Corresponding author
BENAROUS DJAMEL   

Management, University of Batna 1, Algeria
 
 
Management 2026;(1):871-901
DOI: https://doi.org/10.58691/man/222725
 
 
Article (PDF)
References (85)
 
KEYWORDS
cybersecurity
user experience
customer trust
online purchasing
consumer behavior
 
JEL CLASSIFICATION CODES
C80; D83; L81; M15
 
TOPICS
ABSTRACT
Research background and purpose:
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.

Design/methodology/approach:
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.

Findings:
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.

Value added and limitations:
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.
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