Abstract:
The study examines the impact of incentive offering, perceived intrusiveness, perceived entertainment and electronic word of mouth e-WOM on buying behavior in the clothing sector of twin cities of Pakistan. The study has used incentive offering, perceived intrusiveness, and Perceived entertainment as an independent variable, buying behavior as a dependent variable and electronic word of mouth e-WOM as a mediating variable. The clothing industry of twin cities of Pakistan has been selected to examine the relationship between the variables. Quantitative research methodology is utilized in the research and the data is collected through questionnaires based on 5-Likert Scale. The responses are collected from the sample of 157 respondents through convenience sampling technique. The responses are evaluated through statistical tests which includes frequency distribution, reliability, correlation and regression by using SPSS software. The results of the study shows that incentive offering has a significant positive impact on consumer buying behavior. Perceived intrusiveness has a significant negative effect on buying behavior of consumers. Perceived entertainment has a significant positive impact on consumer buying behavior and electronic word of mouth, e-WOM has a significant mediating impact on buying pattern of consumers among the clothing industry of twin cities of Pakistan. On the basis of the findings of this study, there is a significant relationship between incentive offering, perceived intrusiveness, perceived entertainment, electronic word of mouth e-WOM and buying behavior in the clothing industry of twin cities of Pakistan.
