Effect of digital marketing mix elements on consumer purchase behavior in e-commerce

The purpose of this research is to examine the effects of digital marketing mix elements on consumers' online shopping intention. In this context, first of all, the effect of digital marketing mix elements on consumer satisfaction during online shopping was examined. In addition, the effect of consumer satisfaction resulting from online shopping on purchase intention was investigated in the study. 404 questionnaires were evaluated in the study, and the data were analyzed using SPSS 26.0 and AMOS 24 programs. As a result of the research, it has been revealed that digital marketing mix elements increase consumer satisfaction from online shopping and positively affect consumers' purchase intention. Another result of the study is that consumers' online purchase satisfaction positively affects their purchase intention. According to other findings obtained as a result of the analysis; physical environment, process, product, advertisement and human factors positively affect online purchase intention. Finally, when the analysis results of the differences in the demographic characteristics of the participants were examined, it was observed that some elements of the digital marketing mix differed according to gender, age, marital status and education level but this was not observed to be valid for monthly income.