Determinants Of Digital Buying Behaviour: An Empirical Study Of Online Consumer Purchase Decisions

Abstract

This fast growth of digital technologies has also had a great influence on consumer buying behaviour and thus, digital buying behaviour is a key field of scholarship and management. This study aims to empirically examine the key determinants influencing digital buying behaviour among online consumers, with specific emphasis on trust, perceived risk, technology acceptance, and electronic word of mouth (eWOM). The research is grounded in quantitative and explanatory research design because primary data will be gathered through a structured questionnaire among 300 online consumers. The descriptive statistics, correlation analysis, and multiple regression analysis were used to analyse data to explore the relationship between the study variables. The results show that trust, technology acceptance and electronic word of mouth have a strong positive impact on the digital buying behaviour, which means that consumers are more willing to use online buying when they believe that digital platforms are trustworthy and convenient and are backed by favourable online reviews and digital interactions. On the other hand, perceived risk is negatively correlated with the digital buying behaviour, and this implies that the issue about security, privacy, and uncertainty remain a deterrent to online purchases albeit to a relatively lower degree. The regression findings prove that the advanced model describes a significant percentage of change in digital purchasing behaviour. The study contributes to the existing literature by providing contemporary empirical evidence on digital consumer behaviour and offers practical insights for online retailers and digital marketers to enhance consumer trust, reduce perceived risk, and leverage technological efficiency and eWOM strategies to strengthen online purchase decisions.