FACTORS INFLUENCE SAUDI CONSUMERS TO INTENT USING DIGITAL PAYMENT

Objectives: The objective of this study is to investigate factors that influence consumers to intent use digital payment. Shopping online through E-commerce has experienced rapid growth worldwide, driven by technological advancements and evolving consumer behavior. In Saudi Arabia, this growth is particularly significant due to the nation’s Vision 2030 initiative, which emphasizes digital transformation. Theoretical Framework: Understanding the consumers in-depth of how perceived factors including consumer trust, attitude, and other perceived benefits influence consumer intent to use digital payment with other challenges related to competition and the emergence of globalization, the information and technology revolution significantly influenced the decisions of the consumer to use such as digital payment. Interplay is critical for enhancing e-commerce platforms and meeting the expectations of tech-savvy, cautious, and culturally distinct Saudi consumers. Method: A quantitative approach was conducted to collect data through a questionnaire which helped us clarify the relationships between the independent variables including ease to use, perceived usefulness, trust, and benefits on attitude and intent to use digital payment in Saudi Arabia's e-commerce market. By examining the construction equation model, the study provided a comprehensive framework that guides platform optimization, improves consumer engagement, and enhances conversion rates. Results and Discussion: The results indicate that digital payment are influenced by perceived usefulness, trust, and perceived benefits when shopping on Saudi e-commerce. Platforms will benefit from these features as e-commerce becomes more competitive. The study reveals that perceived usefulness, trust, and perceived benefits are the most significant predictors of consumer intent to use digital payment mediated by consumer's attitude. By offering secure and convenient payment options, building trust through transparency and communication, and increasing desktop and mobile websites easy to use and perceived usefulness, e-commerce platforms can improve browsing and purchase decisions. Research Implications: The implications of this study enhance marketing managers' and researchers' understanding of the significance of factors that influence consumers to use digital payment. Digital payment systems facilitate electronic transactions, making them safe, easy, and fast, which enhances consumer trust and perceptions. Privacy protection and simplifying transactions and benefits which should be mentioned clearly on websites encourage digital payment usage. Originality/Value: The primary data and significant results of this study provide insight into consumers' attitudes with regard to factors that motivate them to use digital payment in Saudi e-commerce. The future research should investigate other factors that might influence consumer attitudes and digital payment such as cultural and social benefits. that is not only but also should apply in other forms such as mobile APPs.