Examination of the Influence of Website Attributes on Purchase Intentions: Application in the Online Shopping Context

This study aims to investigate the role of the different components of a website in shaping a person’s online shopping experience. Using Structural Equation Modeling (SEM), the study investigates the effects of website design on customers’ engagement and decision-making. From data collected from 210 online shoppers, it was found that useful information and technical elements play a crucial role for customers, while the services that were provided did not make a visible difference. The study revealed that a positive online experience increases a person’s desire to buy. The research helps e-commerce and digital marketing fields by illustrating ways to design websites better for improved customer engagement and conversion statistics. The impact of theory and practice points out how important it is to concentrate on technological and informational improvements to stay ahead in the digital market world.