Effects on Consumer Purchase Intentions through Online Marketing Activities: Evidence from Australian Retail Sector Consumers

Abstract

It is the goal of this study to investigate the most fundamental components of Internet marketing or digital marketing that have an impact on consumers' intentions to purchase in the retail sector of Australia. This study also analyses the aspects of online marketing that contribute to either an increase or a decrease in the level of consumer intention for a certain retail establishment's products or services. According to the findings of the study, many aspects of online marketing influence a consumer's choice to purchase a product from a store on the internet. These aspects include the consumer's perception of trust, communication, and the consumer's sense of the responsiveness of the online platform to their interactions with other consumers all of which play a role in a consumer's view of the quality of a brand. Nevertheless, trust and open communication are the most important variables.