Abstract
Using the stimulus organism response (SOR) framework, we developed an experimental study and tested the impact of marketing factors such as website appearance, celebrity endorsement, and privacy/security (S) on customer satisfaction trust (O), and online purchase intention (R). The data were collected from online shoppers from India. This study utilized a purposive sampling technique. The Descriptive statistical analysis analysis through SPSS. The hypothesis testing through SMART PLS 3.0. The results revealed that all hypotheses were significant, except, for the variables customer satisfaction and celebrity endorsement. According to the findings of this investigation, customer satisfaction and trust mediate the relationship between marketing elements and online intention to buy. This study is an attempt to analyze the effect of marketing elements on online purchase intention within the Indian environment, presenting numerous conclusions and recommending future research prospects. Furthermore, the study provides insight into how individual traits influence the online consumer decision-making process, leading to more tailored knowledge. This research aims to enhance the existing comprehension of the dynamic correlation between marketing aspects and customers’ inclinations to make online purchases. The findings obtained from this study hold significant value for marketers aiming to navigate the intricate realm of e-commerce and enhance their tactics to align with the changing demands and expectations of online consumers.
Keywords: Celebrity Endorsement, Online Purchase, Privacy, Satisfaction, Trust, Website Appearance.