Abstract
The paper presented a study on factors influencing the consumer behavior among Saudi women pertaining to online purchase. Hence, this study is conducted to gain a comprehensive knowledge and understanding on the possible factors behind the virtual business transaction. This study involves 34 Saudi women representing diverse background ranging from 18 to 35 years old. The interview survey consists of an open-ended question and analyzed through theme analysis procedure. The study yields interesting findings with both trust (45%) and risk (40%) are found to be the outstanding factors compared to others that affect consumer decision making. Finally, the paper highlights on the recommendation for future research related to online purchase that can be carried out by other researchers.
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