THE IMPACT OF TRUST ON E-MARKETING

The rapid expansion of the internet as a commercial sales channel has intensified the need to understand the key factors involved in building customer relationships, particularly in contrast to traditional purchasing methods. Given the distinct differences between online and offline sales, companies must adopt specific strategies to foster trust with consumers. The internet enables businesses to offer a wide array of products and services at competitive prices, but also introduces new challenges related to consumer confidence. This study investigates the impact of several dimensions of consumer trust, including perceived security, perceived privacy, perceived risk, internet experience, and perceived website quality, on E-marketing effectiveness and consumer purchase intention. Data were collected from a sample of 184 Arab consumers using an online questionnaire administered via Google Forms. The responses were analyzed using the Statistical Package for the Social Sciences (SPSS). The findings reveal that, among Arab consumers, the perceived level of online security is moderate, while their prior experience with the internet is relatively high. Importantly, the results indicate a statistically significant positive relationship between trust dimensions (particularly perceived security and perceived privacy), internet experience, and the intention to purchase online. These insights highlight the necessity for e-marketers to prioritize trust-building measures-such as enhancing website security and privacy protections encourage consumer engagement and drive online sales. The study contributes to a deeper understanding of how trust influences consumer behavior in digital environments, offering practical recommendations for companies seeking to strengthen their E-marketing strategies.