The effect of attitudes towards digital ads on online purchase intention and purchase behavior

Online shopping, which is a way for consumers to access the goods and services they want easily and quickly on the internet, is becoming increasingly widespread today. In these times when online shopping is integrated into human life, companies that sell online use digital advertisements to reach their customers. The purpose of this study is to examine the effect of consumers' attitudes towards digital advertisements on online purchase intention and purchase behavior. The research statistically analyzes the effects of consumers' attitudes towards digital advertisements on their purchase intentions and purchase behaviors through survey and analytical data analysis. The sample of the study consists of 400 participants who have attitudes towards digital ads and online purchase intention and purchase behavior. Data were collected through online survey method. The data were evaluated and interpreted using frequency distributions, t-test, factor analysis and regression analysis in SPSS 27 statistical package program. The findings of the research reveal that digital advertisements have positive effects on consumers' online purchase intention and purchase behavior, but it also reveals that consumers have a trust problem towards advertisements. For future studies, the rapid impact of technological innovations on online shopping and the dynamic nature of digital advertisements and the purchasing process require tracking changes over time. In addition to this study, sector analysis and a detailed examination of different types of digital advertisements can also be contributed. Future studies can make valuable contributions to both academic literature and practical applications by filling the knowledge and gaps in this field.