Digital platform influence: Assessing how digital platforms shape consumer attitudes and purchasing intentions in home appliance shopping

Abstract

The study examines how digital platforms influence consumer attitudes and purchasing intentions regarding home appliance stores. In this research, digital platforms are treated as an independent variable, whereas consumer attitudes and purchase intentions are viewed as dependent variables, with consumer attitudes serving as a mediator to evaluate the correlation between digital platforms and purchase intentions. This research engaged 517 participants who interacted with retail digital platforms. The study evaluated hypotheses utilizing quantitative methods such as descriptive statistics, convergent reliability, Cronbach's alpha, discriminant validity, and the fit model. For testing the suggested hypotheses, a path model of PLS-SEM is used in this study. The results indicated that digital platforms have a significant impact on both consumer attitudes and purchase intentions. In addition, consumer attitudes have a considerable effect on consumer purchase intentions. Moreover, the results revealed that digital platforms influence the purchase intentions related to these platforms through consumer attitudes. The research suggests that businesses should focus on improving the features of their digital platforms usefulness, ease of use, content quality, and platform quality to create a positive perception of the business and its products. Furthermore, consumers are advised to support companies that maintain accurate information, practicality, usefulness, user-friendliness, and platform quality while also being cautious and avoiding deceptive platforms.