The Factors Influencing A Customer’s Purchase Intention on Online Shopping Website

Abstract

Nowadays, the advancement of the internet creates opportunities for product marketing and the introduction of new forms of retail transactions, and it has resulted in a remarkable increase in online shopping activities. Therefore, it is important for the industry to identify the main determining factors in consumer purchase intentions. The aims of this study are to reveal the influence of customer trust on perceived risks and purchase intentions as well as the effect of perceived benefits on purchase intentions. A survey approach was employed to collect data from 268 online shoppers, and quantitative analysis has been used to evaluate the hypotheses. The study discovered that customers' perceived benefit, perceived trust, and perceived risk all had a significant influence on their purchasing intentions. The implications of these findings go far beyond academia, providing useful information to online advertisers. Marketers with a detailed awareness of the elements influencing customers' purchasing intentions can proactively address these determinants, consequently improving the business's overall success and efficacy in fulfilling customer satisfaction. Fundamentally, this study contributes valuable insights to the body of knowledge necessary for managing the complexities of the contemporary digital marketplace.