RECOGNIZING FACTORS AFFECTING ON CUSTOMER’S PURCHASE INTENTION IN ONLINE SHOPPING IN KARACHI

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.