Determinant factors for consumers?? intention in choosing an e-commerce Platform (online shop): An extended Theory of Planned Behavior (TPB) approach

This study investigates the determinant factors influencing consumers' intention to choose an e-commerce platform (online shop) through the lens of an extended Theory of Planned Behavior (TPB) approach. By examining key elements such as service quality, user interface design, customer support, transparency, personalization, and security measures, the research provides a comprehensive understanding of how these factors contribute to consumer behavior in the online shopping environment. The findings underscore the critical role of service quality in shaping consumer intentions, highlighting the need for online shopping platforms to prioritize and continuously enhance their service offerings. Additionally, the study emphasizes the importance of a user-friendly interface, responsive customer support, transparency in communication, personalized experiences, and robust security measures in fostering consumer trust and satisfaction. These insights offer practical recommendations for e-commerce platforms to improve their service quality, ultimately leading to increased consumer engagement and loyalty. The research concludes that a focus on delivering exceptional service quality, coupled with informed consumer decision-making, can significantly enhance the overall online shopping experience, benefiting both consumers and platform providers.