The effect of interactive experiences and e-purchasing decisions: the mediating role of satisfaction. A field study of the experiences of a sample of employees and students in Saudi Arabia

Objective: This study explores the influence of interactive experiences on e-purchasing decisions, encompassing technology interaction, user engagement and active involvement, while investigating the mediating impact of customer satisfaction. Methodology: A field study was conducted on 518 participants. Data were gathered through online surveys and analysed using SPSS and AMOS software. Results: The study demonstrates a positive correlation between interactive experiences and e-purchasing choices, with satisfaction playing a crucial mediating role. Notably, using advanced technology, promoting user engagement and fostering active participation enhances customer satisfaction, subsequently boosting e-purchasing behaviours. Limitations: The study was limited to a relatively homogeneous sample of employees and students in one region. In addition, reliance on self-reported data introduces the potential for response bias. Practical implications: The findings underscore the significance of interactive experiences in e-commerce. By integrating interactive elements, businesses can enhance customer satisfaction, driving e-purchasing decisions and achieving greater success in the digital marketplace. These insights can inform the design and enhancement of e-commerce platforms to offer customers a more personalised and gratifying shopping experience.