Abstract: The swift expansion of mobile commerce (m-commerce) has significantly influenced the way consumers engage with retail platforms globally, including within the Kingdom of Saudi Arabia. The increased availability of smartphones, improved internet infrastructure, and the cultural shift toward digital convenience have made mobile shopping a central component of modern consumer behavior. This study focuses on the usage of mobile shopping applications among the academic community at Onaizah Colleges, a regional institution where students, faculty, and administrative staff represent a diverse user base with varied digital habits. Through a comprehensive mixed-methods research design, this investigation integrates quantitative survey data with qualitative interview responses to explore how different user segments interact with shopping apps. The study specifically examines user preferences, frequently used applications, types of products purchased, and the barriers that limit seamless adoption. Popular platforms such as Noon, Amazon.sa, Carrefour, and Jarir emerged as dominant choices, largely due to their reliability, user-friendly interfaces, and culturally adapted features like Arabic language support and cash-on-delivery options. However, challenges persist. Participants frequently reported frustrations such as delayed deliveries, high shipping fees, application crashes, and unclear refund policies. These issues, combined with ongoing concerns about data privacy and trust in digital payments, underscore the need for tailored improvements to enhance user satisfaction. The results also highlight the role of cultural alignment, social norms, and demographic differences in shaping app usage patterns. This research not only adds to the existing body of knowledge on mobile commerce adoption but also offers practical recommendations for developers, digital marketers, and retailers seeking to better serve consumers in the Saudi educational sector. By focusing on a specific and under-researched population, the findings provide insight into how localized strategies can support digital transformation in alignment with Vision 2030 goals.

Keywords: Mobile commerce, shopping applications, consumer behavior, Saudi Arabia, Onaizah Colleges, digital trust, user experience

Pages: 505-514

WSEAS Transactions on