Causal Factors of Digital Marketing Influencing Modern Consumers’ Purchase Decisions: A Structural Equation Modeling Analysis
Keywords:
Digital Marketing, Structural Equation Modeling, Consumer Behavior, Online Trust, User ExperienceAbstract
This study aims to develop and test a causal relationship model between digital marketing factors and the purchasing decision behavior of modern consumers. Structural Equation Modeling (SEM) was employed for data analysis. The sample consisted of 420 consumers who had prior experience purchasing products online. Data were analyzed using AMOS software.
The findings indicate that the proposed model demonstrates a good fit with the empirical data (χ²/df = 1.87, CFI = .96, TLI = .95, RMSEA = .045). User experience (β = .44) and online trust (β = .38) exert significant positive direct effects on purchase decisions, while content quality (β = .21) shows a moderate direct effect. Additionally, social media marketing has an indirect effect on purchase decisions through online trust (β = .41).
From a theoretical perspective, the results extend the body of knowledge on consumer behavior in the digital context by confirming the critical mediating role of online trust between marketing activities and purchase decisions. Practically, organizations should prioritize user experience design and trust-building strategies alongside the development of high-quality content to enhance the long-term effectiveness of digital marketing strategies.
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