Abstract:

This study examines the role of social media components in shaping consumer purchasing behaviour for online food shopping in the Kingdom of Saudi Arabia. Anchored in the Stimulus-Organism-Response (S-O-R) framework and the Technology Acceptance Model (TAM), the research investigates five key social media variables: ease of use, interactivity, entertainment, ease of information sharing, and credibility, and their influence on consumer decision-making processes. Employing a quantitative, cross-sectional design, the study surveyed 342 active Saudi social media users who had purchased food online within the past six months. Hypothesized relationships were tested using Structural Equation Modelling (SEM). The findings reveal that social media factors substantially affect information-seeking behaviour, accounting for 87% of its variance, with Instagram and Snapchat emerging as the primary platforms for discovery and evaluation. However, these factors negatively influenced subsequent evaluation and purchase decision phases, suggesting that information overload and excessive choices may hinder final purchasing decisions. Among the stimuli, ease of use and ease of information sharing received the highest ratings, while credibility was moderate, reflecting ongoing trust issues in online commerce. Theoretically, this study contributes by situating S-O-R-TAM integration within a rapidly digitizing and culturally distinct society. Practically, it offers valuable insights for marketers and policymakers to enhance engagement, streamline decision-making processes, and foster trust in the expanding Saudi online food market.