<![CDATA[This study investigates the influence of perceived reputation and perceived usefulness on e-purchase intention within digital shopping environments. Using a quantitative approach, the research examines how consumers’ cognitive and affective evaluations shape their willingness to engage in online purchasing. The findings reveal that perceived reputation exerts a significant positive effect on e-purchase intention, indicating that consumers are more inclined to purchase online when they view a digital platform as credible, trustworthy, and capable of reducing perceived risk. Similarly, perceived usefulness demonstrates a strong and significant effect on e-purchase intention, confirming the assumptions of the Technology Acceptance Model (TAM) that consumers are more likely to transact online when they perceive technology to enhance efficiency, convenience, and overall performance. Together, these results highlight that e-purchase intention is driven by both reputational cues and functional value assessments, emphasizing the need for digital businesses to strengthen their online reputation while enhancing the practical benefits offered to users. The study contributes to the growing body of literature on digital consumer behavior and provides practical insights for e-commerce platforms seeking to increase customer engagement and purchase intention through strategic improvements in credibility, usability, and service quality.]]>
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