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A Model for Predicting Customer Purchase Intentions in Digital Marketplace

Authors :

Salman Nazari-Shirkouhi¹ Reihane Zarei Babaarabi² Mohammad Abdollahi³

1- College of Engineering, University of Tehran 2- College of Engineering, University of Tehran 3- College of Engineering, University of Tehran

Keywords :

Predicting Customer Purchase Intentions،Digital Marketplaces،Purchase Intention Model

Abstract :

With the increasing use of the internet and the rapid growth of digital technologies, purchasing and marketing patterns are undergoing fundamental changes, leading many businesses toward online sales and service delivery. This study examines and predicts customers’ purchase intentions in online marketplaces. First, through a review of the literature, a conceptual research model was developed based on variables influencing customers’ purchase intentions, followed by the design of a questionnaire aligned with the model. The study population included individuals with experience purchasing from online sales websites or applications. The reliability and validity of the questionnaire were evaluated using Smart PLS 3.0 software. The research findings indicated that perceived customer value, e-satisfaction, and e-trust have a significant, positive, and direct effect on online purchase intentions. Brand image and perceived innovation also have a positive and appropriate effect on it. Based on these findings, online store managers can leverage the results to improve marketing strategies, enhance customer experience, and increase buyers' willingness to use online services and products.