Abstract- E-retailers in Saudi Arabia can improve their performance through adequate consideration of the ethical behavior and the different factors that can influence consumers' behaviors and their intentions to visit their commercial websites, purchase, or recommend it to other people. The importance of studying these factors is raised from the fact that marketing activities gain more dimension in online business environment due to lack of direct interaction between buyers and sellers, in addition to the fears associated with the usage of electronic or e-payment channels which forms the heart of online shopping industry. The study used a survey questionnaire which distributed to around 300 candidate participants in Saudi Arabia, mainly in Riyadh, Jeddah, and Tabuk, and the refined sample consisted of only 138 responses due to time limitation. Further studies need to include cultural differences in order to reach more comprehensive outcome regarding the online business environment in Saudi Arabia.
Keywords: consumer, business ethics, Behavioral Intentions, online shopping, trust, security