The Impact of E-Commerce on Consumer Online Purchase Intention: An Evidence from Pakistani Consumers

Purchase intention has become an important research area in marketing as e-commerce has grown around the world. The current study is focused on consumer purchasing intentions, namely e-commerce in Pakistan. E-commerce has made people’s lives easier and more inventive. Intentions of online consumer purchasing differs from that of a physical market in which things may be touched, analyzed, and then purchased. The aim of this study is to look at how e-commerce affects consumer online purchase intention using the evidence from Pakistani consumers. In this quantitative study, a total of 200 users took part in the survey using convenience sampling, which was conducted using an online electronic questionnaire. The questionnaire was created based on their experiences on various websites, such as Daraz and Amazon. The theory of technology acceptance model (TAM) and theory of planned behavior (TPB) were used. IBM SPSS software version 20.0 and IBM AMOS software version 21.0 were used for data analysis. For hypothesis testing, we used the structural equation model (SEM), and for the constructs, the 5-itmes Likert was used. This study's findings e-commerce when they plan to make an online purchase. Consumers’ online purchasing intentions are significantly influenced by four different e-commerce factors (perceived ease of use, social interaction, online trust store, and utilitarian feature). Utilitarian feature is the most important factor among these. Our research is beneficial to consumers who are concerned about managing their money, time saving, easiness of availability the variety of products and while purchasing online. To attract consumers and make their purchase more reliable, companies may concentrate on continue to creating timely deliveries and delivering products within the expected specifications. Future researchers may use this model to re-examine the factors influencing online purchase intention in various study contexts, especially across cultures, to add to the body of knowledge in this field. In this study, we concentrate only on one country it can be used to comparative analysis, for further study, it can be done to uncover construct that’s influencing the intention related to online purchase. As a consequence of this research, we recommend that businesses implement marketing techniques that help lower resistance to novelty and encourage incomparable online purchasing experiences.