Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/193453 
Year of Publication: 
2018
Citation: 
[Journal:] Pakistan Journal of Commerce and Social Sciences (PJCSS) [ISSN:] 2309-8619 [Volume:] 12 [Issue:] 3 [Publisher:] Johar Education Society, Pakistan (JESPK) [Place:] Lahore [Year:] 2018 [Pages:] 909-934
Publisher: 
Johar Education Society, Pakistan (JESPK), Lahore
Abstract: 
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 e-vendors such that in order to promote online shopping, they need to improve quality features of website and enhance users' trust.
Subjects: 
customer service
website quality
normative influence
online shopping
online purchase intention
trust towards website
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

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