ANTECEDENTS OF ONLINE PURCHASE INTENTION: UNRAVELING THE ROLE OF INFORMATION QUALITY

Abstract

The evolving landscape of customer behavior, shaped by the seamless integration of online and offline channels, presents a compelling need for research to guide businesses in navigating the high-digital world. This transformation impacts both customer service and company performance. To comprehend the determinants of customer purchase intentions, a closer examination of customer behavior in the e-commerce domain is essential. As the internet continues to foster rapid marketing channel expansion, the research community and market professionals have increasingly turned their attention to e-commerce.

This study responds to the call for a deeper understanding of customer behavior, particularly the factors influencing their purchase intentions, in this dynamic multimedia environment marked by multiple screens and communication channels. It seeks to explore how social media and digital technology are reshaping the customer experience, altering the paths customers follow to make informed purchase decisions.