Analysis of Purchase Decisions for copyright Fashion Products in E-Commerce

Analysis of Purchase Decisions for copyright Fashion Products in E-Commerce

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This research examines read more the impact of electronic word-of-mouth, Live Streaming, and copyright Fashion Products, with Price acting as a moderator, on purchase decisions in Shopee e-commerce.The study employed SmartPLS SEM with 208 respondents.The findings reveal that Electronic Word of Mouth significantly positively influences purchase decisions by enhancing consumer trust and intentions.

copyright fashion products also positively impact purchase decisions, attracting consumers through affordable prices despite lower quality.Live streaming, as a promotional tool, significantly boosts purchase decisions by increasing consumer interest and trust through live demonstrations and real-time interactions.Price strengthens the relationship between interest in copyright fashion products and purchase decisions.

These results highlight the crucial role of price, Electronic hiboost 4k smart link Word of Mouth, and live streaming in digital marketing strategies to drive purchase decisions in e-commerce.