IDEAS home Printed from https://ideas.repec.org/a/ejn/ejssjr/v9y2021i1p31-43.html
   My bibliography  Save this article

Factors Influencing Online Purchase Intention: A Case of University Students in Pakistan

Author

Listed:
  • M. Ekhlaque Ahmed

    (Institute of Business Management, Pakistan)

  • Nayyer Samad

    (The University of Northampton, United Kingdom)

  • Afshan Gul Khan

    (Institute of Business Management, Pakistan)

Abstract

The paper aims to study the factors that influence online purchase intention among university students in Pakistan. A cross-sectional study was conducted between March 2020 and April 2020 to collect quantitative data on the role of six factors on online purchase intention and their degree of influence among a sample of 513 university students in Karachi with or without online shopping experience. Findings suggest that perceived benefits, shopping orientations and customer satisfaction have a significant and positive impact on purchase intention while perceived risk has a significant but negative impact. Subjective norms and e-WOM do not affect purchase intention. Results suggest that customer satisfaction is the most prominent positive influencer of online purchase intention and perceived risk is the most dominant restraining factor. The results provide a detailed insight on factors influencing online purchase intention. This is the first set of empirical data on online purchase intention among university students in Pakistan and can be used by practitioners in design and implementation of online marketing strategies in similar environments.

Suggested Citation

  • M. Ekhlaque Ahmed & Nayyer Samad & Afshan Gul Khan, 2021. "Factors Influencing Online Purchase Intention: A Case of University Students in Pakistan," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 9(1), pages 31-43.
    • Handle: RePEc:ejn:ejssjr:v:9:y:2021:i:1:p:31-43
    as

    Download full text from publisher

    File URL: https://eurasianpublications.com/wp-content/uploads/2021/04/EJSS-9.1.4.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zahid Ahmed & Ling Su & Kalsoom Rafique & Sher Zaman Khan & Sadaf Jamil, 2017. "A study on the factors affecting consumer buying behavior towards online shopping in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 7(2), pages 44-56, April.
    2. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    3. Zahid Ahmed & Ling Su & Kalsoom Rafique & Sher Zaman Khan & Sadaf Jamil, 2017. "A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 7(2), pages 44-56.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Aqeela Saleem & Javed Aslam & Yun Bae Kim & Shazia Nauman & Nokhaiz Tariq Khan, 2022. "Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    2. Muhammad Syahiman Ghazalle & Masri Abdul Lasi, 2021. "Determinant Success Factors On Customer Purchasing Behavior Towards Consumer Purchasing Intention: A Study On Student Perspective In Public Institutions," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 5(1), pages 36-41, June.
    3. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    4. Songhong Chen & Jian Ming Luo, 2023. "Understand Delegates Risk Attitudes and Behaviour: The Moderating Effect of Trust in COVID-19 Vaccination," IJERPH, MDPI, vol. 20(5), pages 1-18, February.
    5. Tiéfigué Pierrette Coulibaly & Jianguo Du & Daniel Diakité & Olivier Joseph Abban & Elvis Kouakou, 2021. "A Proposed Conceptual Framework on the Adoption of Sustainable Agricultural Practices: The Role of Network Contact Frequency and Institutional Trust," Sustainability, MDPI, vol. 13(4), pages 1-12, February.
    6. Waymond Rodgers & Tam Nguyen, 2022. "Advertising Benefits from Ethical Artificial Intelligence Algorithmic Purchase Decision Pathways," Journal of Business Ethics, Springer, vol. 178(4), pages 1043-1061, July.
    7. Abraham Yeboah & Ofosu Agyekum & Vida Owusu-Prempeh & Kwadwo Boateng Prempeh, 2023. "Using social presence theory to predict online consumer engagement in the emerging markets," Future Business Journal, Springer, vol. 9(1), pages 1-18, December.
    8. Marvello Yang & Jingzu Gao & Qing Yang & Abdullah Al Mamun & Mohammad Masukujjaman & Mohammad Enamul Hoque, 2024. "Modeling the intention to consume and willingness to pay premium price for 3D-printed food in an emerging economy," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    9. Yang, Luming & Xu, Min & Xing, Lin, 2022. "Exploring the core factors of online purchase decisions by building an E-Commerce network evolution model," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Ahsan Akbar & Saqib Ali & Muhammad Azeem Ahmad & Minhas Akbar & Muhammad Danish, 2019. "Understanding the Antecedents of Organic Food Consumption in Pakistan: Moderating Role of Food Neophobia," IJERPH, MDPI, vol. 16(20), pages 1-20, October.
    11. Agu Godswill Agu & Samuel G. Etuk & Nnamdi O. Madichie, 2022. "Exploring the Role of Sustainability-Oriented Marketing Education in Promoting Consciousness for Sustainable Consumption," Sustainability, MDPI, vol. 14(13), pages 1-16, July.
    12. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    13. Tam To Nguyen & Huong Thi Thu Truong & Tuan Le-Anh, 2023. "Online Purchase Intention Under the Integration of Theory of Planned Behavior and Technology Acceptance Model," SAGE Open, , vol. 13(4), pages 21582440231, December.
    14. Rehman, Shafique Ur & Kraus, Sascha & Shah, Syed Asim & Khanin, Dmitry & Mahto, Raj V., 2021. "Analyzing the relationship between green innovation and environmental performance in large manufacturing firms," Technological Forecasting and Social Change, Elsevier, vol. 163(C).
    15. Nazir, Sajjad & Khadim, Sahar & Ali Asadullah, Muhammad & Syed, Nausheen, 2023. "Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach," Technology in Society, Elsevier, vol. 72(C).
    16. Katharina Stolz, 2022. "Why Do(n’t) We Buy Second-Hand Luxury Products?," Sustainability, MDPI, vol. 14(14), pages 1-24, July.
    17. Anastasia Theodorou & Leonidas Hatzithomas & Thomas Fotiadis & Anastasios Diamantidis & Antonios Gasteratos, 2023. "The Impact of the COVID-19 Pandemic on Online Consumer Behavior: Applying the Theory of Planned Behavior," Sustainability, MDPI, vol. 15(3), pages 1-17, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ejn:ejssjr:v:9:y:2021:i:1:p:31-43. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Esra Barakli (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.