Abstract:

The main objective of this study is to statistically examine the role of online sales promotions and e-service quality in consumers’ online purchasing behavior. Within this framework, data was collected from 494 consumers through an online survey questionnaire based on a quantitative research method, and analyzed using structural equation modeling. The findings of the study indicate that online sales promotions and e-service quality have a significant impact on consumers' online purchasing behavior. Furthermore, it was revealed that e-service quality has a greater influence compared to online sales promotions. The economic and savings dimension of online sales promotions was found to be positively and significantly related to online purchasing behavior, whereas the dimensions of entertainment and excitement and exploration did not show a significant relationship. Regarding e-service quality, the dimensions of efficiency, fulfillment, and contact demonstrated positive and significant relationships with online purchasing behavior, whereas system availability, privacy, responsiveness, and compensation dimensions did not exhibit a significant relationship.

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