How Does Website Quality and Trust Towards Website Influence Online Purchase Intention?
Online shopping is gaining popularity in Pakistan but the research on its determinants is scarce. The main purpose of this study is to explore what factors are important in developing online purchase intention of Pakistani youth interested in shopping through the internet. The data were collected...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Johar Education Society
2018-12-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
| Subjects: | |
| Online Access: | http://jespk.net/publications/4321.pdf |
| Summary: | Online shopping is gaining popularity in Pakistan but the research on its determinants is
scarce. The main purpose of this study is to explore what factors are important in
developing online purchase intention of Pakistani youth interested in shopping through
the internet. The data were collected through questionnaires using convenience sampling
technique from 502 mainly young respondents of Pakistan. The theoretical model of the
current study is developed on the theory of planned behavior (TPB). To test hypotheses,
structural equation modeling (with maximum likelihood approach) has been used through
AMOS software. The results suggest that website quality and trust in e-commerce social
websites are positively related to online purchase intention. Users’ attitude towards online
shopping partially mediated the links. This study has important implication for new evendors such that in order to promote online shopping, they need to improve quality
features of website and enhance users’ trust. |
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| ISSN: | 1997-8553 2309-8619 |