FACTORS INFLUENCING ONLINE PURCHASE INTENTION: A CASE OF UNIVERSITY STUDENTS IN 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.