FACTORS AFFECTING CONSUMER INTENTIONS IN ONLINE PURCHASING OF APPARELS IN PAKISTAN

Abstract

Purpose: The purpose of this study is to find the factors which affect the consumer intention to purchase online. Through this research researcher focus on highlighting the effectiveness of the factors that influence customer preference to choose online apparel stores. Hence this research intends to investigate “the effectiveness of the factors influence to purchase fashion clothing via online platforms”. Methodology & Design: This research study focuses on the effect offactors affecting the consumer intention to purchase online apparel. This type ofstudy put emphasis on hypothesis testing & accept or reject the results. A well-designed questionnaire has been shared with 384 respondents to gather empirical data and it uses five-point Likert scale ranging from strongly agree to strongly disagree. The nature ofthis research is causal and explanatory. Findings: The Result shows that Security Risk & Phycological Risk independent variables have an impact on online purchase intention as the Sig. P value is < 0.05. Limitations: Some limitations were experienced while conducting this research which exist. The study is conducted in Karachi; the focus was solely on consumer’s perspective and intentions. Furthermore, the limitations faced during this research has been the lack of education thus, the sample surveyed was not very vast. The Pakistani population are not very tech app, the country largely works on paper and still not very technology pro thus, the vast population don’t have access to online platforms. Recommendations: This study thus, provides contributions to the practical scenarios. Firstly, the retailers can work on the hesitant factors that deter the consumers from purchasing online, for example, detailing the security measures, reinforcing the cyber security laws to avoid cyber fraud. Online retailers should improve the safety and privacy implementation mechanisms that do not disclose credit or debit card information. Retailers giving easy to the consumers of warranties and money back guarantees. Providing free samples creating trust in the brand and option to feel the material are few of the ways online shopping can be promoted and the consumers can be more willing to use online platforms. In Pakistan due to lack of literacy the majority population don’t know how to access online platforms, therefore retailors should work towards educating everyone in the context of corporate social responsibility