Validation of Factors Affecting Customer Purchase Behavior in Digital Marketing: Insights from EFA and CFA
DOI:
https://doi.org/10.53555/jaes.v21i3.69Keywords:
Accessibility, Consumers, Delivery, Digital marketing, Price Offerings, Purchase Decision.Abstract
Purpose: The purpose of this study is to validate the key factors influencing customer purchase behavior in the context of digital marketing using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA).
Design/ Methodology/Approach: In this study sample size was 400 respondents and used Quantitative research design.
Findings: The study employed Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to validate and assess the impact of key digital marketing factors on customer purchase behavior. EFA identified five major dimensions—website design, price offerings, security and privacy, innovation, and delivery—as significant constructs influencing purchase decisions, while CFA confirmed the model’s validity, reliability, and goodness-of-fit. SEM results further revealed that all five factors positively and significantly affect customer purchase behavior, indicating that enhancing these digital marketing dimensions can effectively improve customers’ online purchase decisions.
Research Limitations: Numerous factors of Digital marketing have been included in this study, but we can investigate other factors influencing both Digital marketing and purchase decision in the future.
Practical Implications: With the Purpose to create the long term stability and competitive edge in the online marketplace, the findings also approach to focus on the customer requirement and fulfill the need as well. In addition to create the trust and also motivate the consumer to regularly interact with the Digital marketing platforms.
Social Implications: It emphasizing the social dynamics of digital interactions, trust, and community influence. It also promotes the benefit of social media, online feedback, to motivate the purchase decision.
Originality/Value: This study provide original contributions identifying the factors affecting the purchase decision via digital marketing using advanced analytical methods such as Structural Equation Modeling (SEM).
Article Type: Research paper
Funding Statement: No grant funding was received.
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Copyright (c) 2025 Ms. Simran luthra, Dr. Nidhi Gupta, Dr Rachna Arya (Author)
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