摘要：E-commerce has been growing rapidly worldwide, and with the current COVID pandemic, consumers are relying on it. In Saudi Arabia, the online shopping has been improving but it has not reached its full potential. That is why the concept of Impulse buying is essential and should be applied in the Saudi e-commerce. Therefore the purpose of this research paper is to identify and analyse the factors that affect impulse buying, specifically the Business-to-Consumer type, in Saudi Arabia and how to improve the e-commerce sector. This study is done using a quantitative approach to achieve the purpose of this study. There were 290 respondents, (81.9%) respondents were female and (18.1%) respondents were male. The respondents were familiar with e-commerce and the definition of the IB, however, the majority had a minimum knowledge regarding the effect that IB can create to their purchase decisions. A quantitative approach was a suitable choice for deductive methods since the results can be used to be generalized on a larger population. A questionnaire-based survey was used to collect the data for finding relationships between the indicators and factors. It was found out that advertisement, impulsiveness, and promotion are the main factors that positively influence IB in Saudi Arabia, but the factors of income and comment did not have any effect on IB.
