Quality of E-services and E-commerce Marketing Strategies Impact Consumers’ Purchase Behavior: Mediating Role of Consumers’ Attitude and Experiences

Creating excellent customer experiences, positive consumer attitudes, and supporting customers during online purchase decisions are the biggest hurdles for e-commerce enterprises. Thus, the aim of this study is to ascertain how variables like e-service quality and e-commerce marketing techniques affect customers’ online shopping behavior. Consumer attitudes towards online purchasing and their experiences with ecommerce platforms act as mediators in this interaction. Structural equation modelling is utilized to test the research model employing information from a questionnaire survey of about 267 Indian online customers. The results show that quality of e-services and e-commerce marketing techniques are statistically positively influencing consumers’ purchase behavior. Moreover, customer experiences partially mediate this relationship. Hence, managers of e-commerce should focus on high e-service quality and invest in e-commerce marketing strategies to improve customers’ experiences with e-commerce platforms and help in online purchase decisions.