The Impact of Quality Concerns and Consumer Trust on Consumer Purchase Intentions in Social Media Platforms among the Youth of Pakistan

Abstract

This research study aims to explain customer perceptions of quality concerns and consumer trust in consumer purchase intentions on social media platforms among Pakistani youth. This research may contribute from theoretical, managerial, academic, and practical perspectives. The research adopted a quantitative approach to investigate the phenomenon. Hence, the most suitable design is causal comparative research, where the impact is explained among the variables. Variables were measured through a cross-sectional survey, which provided a numerical description of the variables. This research is based on a true analysis of Pakistan's youth, as youth in Pakistan now use social media platforms more than the youth age group (15–29) to shop online. I used a questionnaire to conduct a survey on an online platform. This research covers all the focused variables, which include consumer trust, quality concerns, and consumer purchase intentions. A number of authentic resources are going to be provided in this research, expert data has been collected under the literature review section, and the analysis tool will give the most appropriate results to find out the accurate outcome of this research. According to current research, there is a positive impact between these variables. The hypotheses were all accepted. Regression analysis result with a positive effect on consumer purchase intentions So, it is concluded from this study that quality concerns and consumer trust have a strong and positive impact on consumer purchase intention. Furthermore, studies have shown that social media can have both positive and negative effects on today's youth when it comes to online shopping.