Determinants effecting online purchasing intentions at E stores of Pakistan

Abstract

In the changing paradigms buying and selling we see that online buying and purchasing has made essential place in the market. To understand the impact of factors or variables influencing purchasing intentions of the consumers at E Stores of Pakistan this study is done. In the emerging market of online business in Pakistan we observe that beliefs, culture and life style of the consumer always impact the purchasing intention. Consumers coming from different cultures, having different life style and of different believe react and behave in different manner towards online advertising and have different purchase intention. This study aimed to find out impact of these variables over purchase intention of online consumers. Overall 300 self-administered questionnaires were distributed and about 250 questionnaires were returned. These respondents resulted the importance of culture, belief and life style on developing purchase intention. This study guides marketing managers of the online web stores in setting such marketing strategies while keeping importance of life style culture and belief. These managers need to know the positive or negative impact of these factors to set future plans and strategies. Amongst all three variables life style has greater impact on purchase intention of the online purchaser.