Game-Theory-Based Analysis of Key Factors Influencing Saudi Consumer Trust in E-commerce

The advent of E-commerce has brought about significant changes in the business landscape, offering new revenue streams and attracting diverse customers. It has become an essential way for countless companies and individuals across the globe. Given its widespread importance and impact on market development, it is imperative to investigate the key factors contributing to the success of E-commerce. Trust has been identified as one of the pivotal factors in the success of E-commerce, making it a subject of extensive research. In line with our previous research, this study aims to examine the factors that influence consumer trust in the context of E-commerce. The study takes a practical approach, experimenting to assess the impact of four key factors: ease of use, privacy, customer feedback, and online store design. To determine the relative importance of these factors, the Shapley value method is employed for ranking purposes. The research findings indicate that E-commerce design, privacy, customer feedback, and ease of use play a crucial role in shaping consumer trust, with E-commerce design being the most influential factor, followed by privacy, customer feedback, and ease of use, respectively.