Determining of Digital Marketing Influence on Customer Buying Decision.

Abstract

The study has aimed to examine the factor affecting trust inclination among ecommerce consumers that leading towards purchase intention. These factors are information quality, information usefulness, perceived risk, argument quality, information adoption, and trust inclination Quantitative-deductive approach has been used in the study while explanatory type of investigation has been employed as methodological design. 351 responses were collected from ecommerce users of Islamabad, Pakistan using nonprobability convenience sampling technique. A fivepoint Likert scale questionnaire has been used for data collection instrument while self-administered survey methodology has been used for data collection. PLS-SEM has been employed for data analysis using SmartPLS v3.2.9. The application of PLS-SEM for data analysis that neglected the data distributional aspects and handled comparatively small sample responses; therefore, generalizability of the findings has been constrained to certain extent. Moreover, the study has limited its horizon to Islamabad city of Pakistan while quantitative approach has also hinders the in-depth understanding of the phenomenon and lacks in explaining the ‘why’ aspect of the study horizon. The study results might be applied to any other industrial firm, limiting its generalizability. Qualitative methods might be used in future research to find other factors that influence customers' purchasing behaviors. In addition, future study may use a different technique to examining the relationship between the variables. Consumer purchase and post-purchase behavior should be investigated further.