Abstract:
Purpose: The research has been conducted to investigate the factors affecting the online
purchase intention in Online business.
Methodology & Design: This research is quantitative and primary. The population ofthis
research is comprised of Students and Professionals of Karachi. Survey research design was
used to assess the relationship between independent and dependent variable. In an attempt to
collect data from participants, questionnaire was used as a research instrument.
Questionnaires were sent to 300 participants. 280 questionnaires were collected after 2 month
and the response rate was 93.3%. Convenient sampling technique was used to for this
research. Regression analysis has been used to study the significant and negative relationship
ofindependent variable on dependent variable.
Findings: In our analysis, the two variables (E-Word of mouth and Perceived risk) are
significant i.e. there sig value is less than 0.05, and the other two variables (Online Trust and
Subjective Norm) have insignificant or no impact on Online Purchase intention.
Limitations: The limitation that encounter at the time data collection activity was that some
Students and Professionals were unwilling to fill the questionnaires as they don't have proper
time to fill questionnaire. Moreover, another problem was the fear of victimization. Time
constraint was the biggest limitation here due to pandemic corona virus crisis. Restriction to
collect data because of lockdown in the city of Karachi was there. Physical visits were
limited.
