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Navigating Consumer Intent: The Power of Attitude and Social Influence In Pakistan's E-Commerce

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  • Aisha Sanam

    (MBA, Department of Business Administration, Iqra University, Karachi, Pakistan)

  • Dr. Raj Maham

    (Programme Lead, Department of Business Administration, Beaconhouse International College, Islamabad, Pakistan)

  • Naila Amin

    (Lecturer, Management Sciences, Beaconhouse International College, Islamabad, Pakistan)

Abstract

This study investigates consumer behavior in Pakistan's e-commerce sector through the lens of the Theory of Planned Behavior (TPB). It examines the impact of three key variables—attitude, subjective norms, and perceived behavioral control—on online purchase intentions. Using a quantitative research methodology, data was collected from 356 participants in Pakistan, focusing on their e-commerce habits and decisions. The findings reveal that attitude and subjective norms significantly influence purchase intentions, while perceived behavioral control has a lesser effect. This research fills a gap in the literature on TPB's application in Pakistan's growing e-commerce industry, providing insights for marketers and businesses seeking to optimize customer engagement and conversion in digital marketplaces. The study also emphasizes the need for enhancing consumer perceptions of ease and control in online shopping to foster stronger purchasing behavior.

Suggested Citation

  • Aisha Sanam & Dr. Raj Maham & Naila Amin, 2024. "Navigating Consumer Intent: The Power of Attitude and Social Influence In Pakistan's E-Commerce," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 370-378.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:3:p:370-378
    DOI: https://doi.org/10.61506/
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    References listed on IDEAS

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    2. Fortes, Nuno & Rita, Paulo, 2016. "Privacy Concerns And Online Purchasing Behaviour: Towards An Integrated Model /," European Research on Management and Business Economics (ERMBE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 22(3), pages 167-176.
    3. Li Bai & Mingliang Wang & Shunlong Gong, 2019. "Understanding the Antecedents of Organic Food Purchases: The Important Roles of Beliefs, Subjective Norms, and Identity Expressiveness," Sustainability, MDPI, vol. 11(11), pages 1-18, May.
    4. Aiyun Xiao & Shaohua Yang & Qaisar Iqbal, 2018. "Factors Affecting Purchase Intentions in Generation Y: An Empirical Evidence from Fast Food Industry in Malaysia," Administrative Sciences, MDPI, vol. 9(1), pages 1-16, December.
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