Article
Determinants of Consumer Purchase Decisions in E-Commerce: Examining the Roles of Influencers, Online Reviews, Trust, and Price Promotions
The rapid growth of e-commerce has transformed consumer buying behaviour by providing easy access to digital marketplaces, online reviews, influencer recommendations, and promotional campaigns. Understanding the determinants of purchase decisions has become increasingly important for online retailers seeking to enhance customer engagement and sales performance. The present study investigates the influence of influencer marketing, online reviews, consumer trust, and price promotions on consumer purchase decisions in e-commerce.
A structured questionnaire was administered to online shoppers using a convenience sampling technique. The collected data were analysed using descriptive statistics, reliability analysis, exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings reveal that all four determinants significantly influence consumer purchase decisions, with consumer trust emerging as the strongest predictor, followed by online reviews, influencer marketing, and price promotions.
The study contributes to digital marketing literature by providing empirical evidence regarding the key behavioural factors affecting online purchase decisions. The findings offer practical implications for e-commerce companies, digital marketers, and online retailers in designing effective marketing strategies that strengthen consumer trust, improve review management, collaborate with credible influencers, and implement attractive promotional campaigns.