Abstract:
PURPOSE
The purpose of this study was to recognize the impact of customer’s purchase intention in an
online shopping in Karachi. Online purchase intention considered as a significant analyst of
customer’s buying intentions, represents as a consequence to measure customer’s desire to
buy a specific brand. It could measure through website’s visual design, perceived risks,
information design, navigation design and online trust. We analyze different aspects in order
to find out which factor impacted more on online purchase intention of the customers.
METHODOLOGY/SAMPLE
This research is quantitative in nature .While causal research design used in this study.
Causal research conducted as to recognize the cause-and-effect relationship between
variables. The data collected from 337 citizens of Karachi who personally experiences online
shopping. After that, analysis has been through SPSS software and Regression, Anova,
conbach’s Alpha, coefficient tests were applied.
FINDINGS
On the basis of data analysis, the results indicate that perceived customer’s trust has a
significant impact on customer’s purchase intention. There is no effect of information design
and navigation design on customer’s trust in the e-shop or e-store. Visual design, however
impacted positively on the customer’s perceived trust. And the last factor, perception of
perceived risk in online shopping has a significant but negative relation with the online
purchase intention. Therefore, regardless of various benefits online purchasing is still
considered as a risky proposition in Karachi.
PRACTICAL IMPLICATIONS
This research not only helpful for the online retailers to get insights about which factor they
should focused on ,to achieve the customer’s trust and minimizes the risks due to which
individuals resist to shop online . But also facilitate track that how to enhance the purchase
intention of customers in the future.
