The Role of Marketing Mix Elements In Online Purchase Intention

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Multidisipliner Akademik Yaklaşım Araştırmaları Dergisi
Volume:4 Issue:1
The Role of Marketing Mix Elements In Online Purchase Intention

The Role of Marketing Mix Elements In Online Purchase Intention

Authors : Dilaysu Çınar, Serkan Altunay

Pages : 34-50

Doi:https://doi.org/10.5281/zenodo.11074187

View : 34 | Download : 4

Publication Date : 2024-04-29

Article Type : Research Paper

Abstract :The main purpose of this study is to examine the effects of digital marketing mix elements on consumers’ online purchasing intention. In addition, the study examined whether online purchasing intentions vary according to the demographic characteristics of the participants. This study was conducted in Istanbul, Türkiye, and the population of the research consists of consumers who are 18 years of age and older and who have done or are doing online shop ping at least once in a certain period of their lives. The convenience sampling technique was used in the research. The data for the research was obtained through a survey administered to 404 participants. The data from the study were analyzed using SPSS 26.0 and AMOS 24 programs. As a result of the research, it was revealed that physical evidence, process, product, promotion and human mix elements positively affect online purchasing intention.
Keywords : Digital marketing mix, online purchase intention, online consumer behavior

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