Abstract:
Purpose
Online shopping practices have gained tremendous attention over the period. Organizations try
to adopt these practices to gain a competitive edge and develop company’s reputation in the
market. Literature has provided various reasons why organizations should focus
implementing sustainable business practices. The aim of the research is to investigate the
impact ofonline shopping practices on purchase intention performance in the online shopping
product manufacturing sector of Karachi.
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Methodology & Design
The research is quantitative and based on a deductive approach. Research design is causal.
Data is collected from buyers purchasing from online shopping product manufacturing
companies of Karachi through a questionnaire. Different buyers that purchase online are
considered for data collection. The sample size is 384 based on convenience sampling. Smart
PLS is used as a data analysis tool.
Findings
The findings indicate that perceived value does not have a positive impact on purchase
intention performance as it is costly, and it increases expenses that’s why it does not contribute
to increasing online shopping performance. Moreover, perceived trust and customer
satisfaction showed a positive relationship with purchase intention performance.
Limitations
The ground of this study is limited to buyers purchasing online from the online product
manufacturing sector of Karachi that’s why results cannot be applied to some other industries
Results may vary ifresearch is conducted in some other sector or province.
Recommendations
Organizations should invest in customer happiness since it improves e-store purchase intention
performance. The Pakistani online buying industry should pay attention to perceived trust and
customer satisfaction since they have a favorable relationship with purchase intention
performance.
