CUSTOMER PERCEPTION ON ONLINE PURCHASE INTENTION: THE IMPACT OF ONLINE SHOPPING ORIENTATIONS ON ONLINE BUYING INTENTION

Year 2017, Issue: 1, 76 - 82, 09.11.2017

Arsalan Mujahid Ghouri Mirza Amin Ul Haq Naveed R Khan

Abstract

This paper endeavors
to recognize the customer perception on online purchase intention among the
youth of Pakistan. Customer perception on online purchase intention, thus our
research variables are impulse purchase orientation, brand orientation,
and quality orientation were considered along with online trust and
prior online purchase experience. The results are focused 292 responses got
from the online study. The exploration made that impulse purchase orientation;
prior online purchase experience and online trust have
the positive effect on the customer purchase intention. Males are
found to have more intention to shop online than females The study has
implications for web-retailers, advertising directors, web advertisers, online
merchants and web-customers in Pakistan. Pakistani online customers commonly
have a tendency to look for offers and extraordinary worth value bargains
rather than brand or quality. Online retailers may focus on the impulse
purchase orientation aspect in Pakistani consumers and must concentrate on
expanding online trust.

Keywords

Buying intention , quality orientation , brand orientation , impulse purchase orientation , prior online purchase experience , online trust

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