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 have
moved their emphasis to e-commerce. However, the willingness of customers to make online
purchases is a key factor in the success of online businesses. Thus, in order for businesses to create
efficient online marketing strategies and boost their online sales, it is imperative that they have a
thorough 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 the
marketing industry. These variables include social impact, website quality, product information,
perceived value, and trust.To closely examine these elements and examine how important they are
in 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 more
online customers, which will ultimately result in more sales and long-term success.Businesses can
customize their online marketing efforts to match consumers' wants and expectations by studying
the variables that affect consumers' intention to make an online purchase. The researcher had
considered 207 online customers to Investigate the Factors that influence online purchase intention
and found that Consumers' purchase intentions are significantly shaped by the convenience, welldesigned websites offering wide selection of items, recommendations and evaluations from
friends, family, and online groups quality and price, degree of store loyalty Brand reputation
customer’s age, gender, and income.