The effect of user experience by e-retail brands in digital marketing on the consumer safety and purchase intention

With the development of Internet technology, the way people live is changing day by day. Companies are looking for differentiated and diversified products and services in marketing. Digital platforms have become an indispensable tool in terms of the number of people reached, marketing convenience and costs. The development of Internet infrastructures and devices that provide easier access to the Internet has enabled consumers to actively use digital platforms. Thanks to these developments, the vast majority of the human population now uses the Internet and has a social media account. Being aware of this, e-retail brands aim to reach more consumers by carrying their marketing activities through traditional means to digital platforms. In these periods of intense competition, companies can make their own web sites or their assets in any digital platform to gain and choose from different experiences. In digital marketing activities, because brands cannot be faced with e-retail brands, brands need to compensate for this by their user experience on their websites. This study describes the impact of the user experience of e-retail brands on consumer confidence and the purchasing intent. As a result of the study, it has been concluded that the user experience offered by e-retail brands positively and significantly affects consumer confidence and purchasing intent.