The Impact of Online Product Review, Website Design and Perceived Credibility on Online Purchase Intention With Mediating Role of Consumer Attitude – A Study of Young Consumers in Pakistan

Abstract

Purpose -- The purpose of this research study was to examine the impact of online product review, website design, and perceived credibility on online purchase intention with mediating role of consumer attitude, among users of online shopping stores and owns a smartphone. The research study examined the consumers who have the intention to purchase online from online stores/shopping web portals in Pakistan. Design/Methodology/Approach – An online survey questionnaire was distributed among the respondents, 142 responses were generated online and then 275 responses were generated by distributing questionnaires to people who were suitable for the study. A total of 417, respondents participated in the study out of which 396 responses were used for analysis, and 21 were rejected based on the wrong filling. Responses of questionnaires were analyzed using SPSS. Findings – The results of the current study are supported by previous studies results, indicating that online product review, website design, and perceived credibility are positively related to online purchase intention, and consumer attitude plays the role of partial mediation among independent variables of online product review, website design and perceived credibility and dependent variable online purchase intention. Originality/value – With the increasing use of online platforms for shopping, the present study proposed and tested a research model integrating online product review, website design, perceived credibility and online purchase intention with mediation of consumer attitude, which has been rarely addressed in past.