"AN EMPIRICAL ANALYSIS OF DETERMINANTS AFFECTING CONSUMER PURCHASE INTENTION IN DIGITAL MARKETPLACES"

The rapid expansion of the digital marketplace has transformed consumer buying behaviour, making purchase intention a critical area of marketing research. This study empirically examines the key factors influencing consumer purchase intention in the digital marketplace, with particular emphasis on perceived usefulness, ease of use, trust, online reviews, and price perception. Primary data were collected from 180 online consumers using a structured questionnaire. Statistical tools such as percentage analysis, correlation, and multiple regression were employed for data analysis. The findings reveal that trust and online reviews are the most significant predictors of consumer purchase intention, followed by perceived usefulness and price perception. The study offers valuable insights for digital marketers and e-commerce firms to design effective strategies that enhance consumer confidence and purchasing behaviour.