FACTORS EFFECTING E-PURCHASE VALUE AND E-PURCHASE INTENTION IN THE DIGITAL ERA

Abstract

This research aims to identify and analyse the significant characteristics that influence E-Purchase Value and E-Purchase Intention in the digital era. This study aims to gain insights into the evolving dynamics of consumer decision-making in online environments by analysing the factors that impact and the relationships between these variables. The study employs a quantitative research method to investigate the relationship between E-Purchase Value and Intention. The sample is comprised of 239 online shoppers from the previous three months. Stratified random sampling ensures a well-rounded demographic representation. Analysing the collected data involved using Amos, a tool for Structural Equation Modelling (SEM). This study reveals key factors that influence the value of online purchases and the intention to make online purchases in the current digital age. The preliminary results suggest a complex relationship between website design, social media engagement, discount offers, customer reviews, personalised suggestions, and their impact on perceived value and purchase intentions in digital transactions. This study provides a thorough analysis of the significance and relative influence of each factor, contributing to a better understanding of online consumer behaviour. This study offers practical insights into enhancing digital platforms and marketing techniques to boost perceived value and encourage purchase intentions. In addition, the findings offer valuable insights for researchers, enhancing the current understanding of consumer behaviour in the digital era. The identified factors and their impact on E-Purchase Value and E-Purchase Intention contribute to the advancement of theoretical frameworks, offering avenues for further research and enhancement. This study stands out due to its comprehensive analysis of various factors that contribute to a deeper understanding of E-Purchase Value and E-Purchase Intention.