In this study, we delve into the multifaceted landscape of online purchase intention and behavior by investigating the underlying factors that shape consumer decision-making. Employing a comprehensive research approach, we explore the diverse antecedents that influence individuals' propensity to engage in online purchases. Through empirical analysis and advanced methodologies, we uncover hidden variations and nuances within the online consumer base, shedding light on previously unexplored dimensions of purchasing behavior. Our findings contribute to a deeper understanding of the complexities inherent in online commerce and offer valuable insights for businesses aiming to optimize their strategies in the digital marketplace.

Online purchase intention, Consumer behavior, Antecedents

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