IMPACT OF ECOMMERCE BASED PRACTICES IN DETERMINATION OF REPURCHASE INTENTION IN KARACHI CITY

Abstract

Purpose: The present research study has been conducted to analyze the impact ofgamification, perceived ease of use, perceived usefulness and reputation in determination of e-commerce usage and repurchase intention among customers in the Pakistan. The study used gamification, perceived ease of use, perceived usefulness and reputation as independent variable while repurchase intention used as dependent variable. Methodology & Design: The current research study used with the quantitative research approach. The study considers Karachi city as targeted population and follow with survey approach as data collection method. The study used with the questionnaire as data collection instrument and its role in collection ofrequired number ofresponses. Cause effect approach is followed under quantitative approach to understand with the role of perceived usefulness, perceived ease of use, reputation and gamification in determination ofrepurchase intention of customer through ecommerce. The study has opted with the use of primary data. The study also used with survey approach for data collection purpose. The sampling technique followed convenience sampling while sample size of 384 has been selected for the investigation purpose. The primary responses applied with descriptive statistics, Pearson correlation and regression technique. was Findings: The results of study revealed that model is significant at 5 percent level of significance. R-square value of 0.577 observed. The coefficient matrix for the study revealed that there is significant impact of perceived usefulness, perceived ease of use, reputation and gamification in determination of repurchase intention among purchasers using e-commerce platform. The significance value of perceived usefulness, perceived ease of use, reputation and gamification observed 0.000, 0.000, 0.000 and 0.000 respectively. factors and knowledge to statistical Limitations: Time, financial factors, human resource techniques observed as limitation : It is good apply with digital marketing practices and acquiring of quality Recommendations sellers to improve repurchase intention