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Abstract- This study examined how digital marketing exposure, trust in online sellers, and perceived value jointly influence consumer purchase decision behavior in the digital economy, focusing on first- and second-year students at Guangxi Vocational & Technical Institute of Industry. Using a quantitative design, the research collected 395 valid responses through a structured 5-point Likert-scale questionnaire with stratified random sampling. Data were analyzed using descriptive statistics, reliability analysis, correlation analysis, and multiple regression analysis. The findings showed that all three variables significantly and positively affected purchase decision behavior. Digital marketing exposure increased students’ likelihood of making online purchases, while trust in online sellers played an important role in reducing perceived transaction risk. Among the three predictors, perceived value had the strongest positive influence, indicating that students mainly relied on benefit–cost evaluation when making purchasing decisions in digital contexts. The regression model explained 53.7% of the variance in consumer purchase decision behavior, demonstrating strong explanatory power. The study was grounded in the Stimulus–Organism–Response (SOR) framework, trust theory, and value-based consumption theory, which together helped explain students’ purchasing behavior in the digital economy. These findings provide useful empirical evidence for understanding digital consumption among vocational college students in emerging regional economies. They also offer practical guidance for digital platforms and marketers to improve value propositions, strengthen seller credibility, and optimize digital marketing strategies to encourage more rational and effective purchasing behavior.

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