Abstract

As e-commerce continues to evolve, understanding consumer behavior in the context of online shopping becomes increasingly challenging. This study investigates the impact of purchasing attitudes among Saudi customers within the online clothing environment. By collecting 410 responses from residents of Riyadh, Saudi Arabia, the study emphasizes the convenience aspect of online and virtual markets and employs advanced statistical techniques, specifically SPSS-AMOS software, including confirmatory factor analysis, path analysis, and structural equation modeling. The findings reveal several key insights: perceived entertainment, perceived ease of use, and perceived usefulness significantly and positively influence the user experience on websites. The research highlights the importance of website quality indicators, such as perceived entertainment, ease of use, and usefulness, in shaping the user experience within the online clothing environment. It confirms that website quality, encompassing indicators of the user experience, exhibits a significant positive association with online impulse buying behavior. Additionally, the flow experience, which refers to the immersive and enjoyable state when browsing a website, also demonstrates a statistically significant and positive effect on online impulse buying behavior. These findings offer valuable insights for businesses and marketers seeking to understand and adapt to the evolving landscape of e-commerce, specifically concerning online clothing purchases.

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