Factors Influencing Online Purchase Decision and the Moderating Role of Technology Factors

Key Points

• The aim is to understand what influences people's decisions to buy online and how technology factors play a role.
• Performed a randomized trial to assess the impact of technology on purchase decisions.
• Examined various factors influencing consumer behavior.
• Focused on technology-related aspects of digital marketing.
• Findings indicate significant influence of technology factors on online purchase decisions.
• Higher engagement with technology leads to increased likelihood of purchasing.
• Effect size demonstrates a strong correlation between technology use and consumer choices.