Analysis of consumer’s purchase intentions toward online shopping in Pakistan.

Abstract

This research aims to explore the effects of e-WOM information, attitude toward information and purchasing. Subjective norms, perceived behavioral control and consumer’s internet experience on consumers’ online purchasing intentions. The primary objective of this study was to investigate how all of the independent variables influence/affect purchasing intentions of consumers in Pakistan and that too in the context of online shopping. Also, this section is also discussing the moderation impacts of information quality on the relationship of all the independent and dependent variables of this study. Prior studies do not have enough research on Information quality as a moderator. Therefore, this research has been developed to measure the moderating effect of quality information. A self-administered survey was conducted on customers in Lahore, Pakistan. Based on the data collected from 330 consumers. For this research study, quantitative data is collected. To test the model, this study carried the regression, descriptive analysis, Cronbach alpha and correlation, by using SPSS and structural equation modeling (SEM) approach by using AMOS. The validity and reliability of the measurements were confirmed before the hypotheses of the study have been tested. Findings of this research are in line with the previous studies and finds that e-WOM, ATT, SN, PBC and CIE are positively influencing the consumer’s online purchasing intention. In particular, a new finding of the study highlights the importance of the moderating role played by Information quality. Moderating impacts were found positive and significant in enhancing the relationships of e-WOM, ATT, SN, PBC, CIE and PI. Firms and marketers must concentrate on online communication channels to affect consumers’ intention toward purchasing online and engage in e-WOM communication. Companies should pay more attention to consumers' need for accurate and reliable information in order to enhance e-WOM and information influence.