AN ANALYSIS OF THE IMPACAT CONSUMER’S BUYING INTENTION TOWARDS AUGMENT ONLINE SHOPPING

Abstract

The purpose of this study was to investigate the factors that affect online purchasing behavior of the people in Pakistan. In order to close the gap, the study was carried out to identify the primary factors that influence Pakistani consumers' buying online. Buying intention is measured with the help of Attitude of the Customers which is influenced by the different factors like culture, group relations, social class differences, family, level of income and independency of salary, gender, age, occupation. WOM (Electronic Word of Mouth), Convenience in Online shopping, Media Credibility, Entertainment, and Informativeness as the Independent Variables, Consumers attitude towards online shopping is playing a role as  Mediator , and the dependent variable is Intent to buy online. Data was gathered of 300 populations by questionnaire survey method. Target population of current study was the professors and lecturers in HEC recognized universities, and banks employees and customers of banks form Punjab, Pakistan. Data was analyzed through SPSS (v 20). Reliability analysis is conducted to check consistency and internal reliability of the scale. Croanbach’s alpha measure is used to check the reliability of an instrument. The study ended with few contributions and findings; E. WOM, media credibility, convenience, entertainment, and informativeness has positive effect on the consumer’s attitude towards online purchase intentions.