Investigating the Factors Influencing Online Purchase Intention: An Empirical Study

Abstract

Online shopping has grown in popularity recently all around the world, and many companies havemoved their emphasis to e-commerce. However, the willingness of customers to make onlinepurchases is a key factor in the success of online businesses. Thus, in order for businesses to createefficient online marketing strategies and boost their online sales, it is imperative that they have athorough understanding of the factors that affect consumers' intention to make an online purchase.Consumers' intentions to make online purchases are influenced by a number of things in themarketing industry. These variables include social impact, website quality, product information,perceived value, and trust.To closely examine these elements and examine how important they arein affecting consumers' intention to make an online purchase. By being aware of these aspects,businesses will be better able to decide how to improve their online presence and draw in moreonline customers, which will ultimately result in more sales and long-term success.Businesses cancustomize their online marketing efforts to match consumers' wants and expectations by studyingthe variables that affect consumers' intention to make an online purchase. The researcher hadconsidered 207 online customers to Investigate the Factors that influence online purchase intentionand found that Consumers' purchase intentions are significantly shaped by the convenience, welldesigned websites offering wide selection of items, recommendations and evaluations fromfriends, family, and online groups quality and price, degree of store loyalty Brand reputationcustomer’s age, gender, and income.