الخلاصة:
The Web is currently considered as primary source of information and offers strong opportunities for companies and business owners to market and sell their products/services online. This paper aims to empirically explore the effects of using Web 2.0 tools (social networking and interaction orientation) and mobile applications usage on enhancing the online shopping experience of Palestinian consumers. To this end, quantitative and qualitative descriptive methods are used; the study data were collected through a focus group and a questionnaire was distributed on respondents who use Web 2.0 tools and mobile applications. The study concludes that use of interactive Web 2.0 tools affects on enhancing the online shopping experience of Palestinian consumers whereas the interaction orientation factor for satisfying consumers' needs is more influential than the social networking. Also, the simplicity and usability of using mobile applications has more effect than personality on enhancing the online shopping experience of Palestinian consumers.
