Effects of website attributes on customer purchase intention in Ecommerce in Karachi

Abstract

Purpose The determination of this study is to discover the relationship between website attributes included navigation design, information design and visual design with customer purchase intention in Karachi. It is necessary for websites to know which factors affect the customer purchasing decisions and their satisfaction. Methodology/sample This causal study is based on quantitative data collected through close ended questionnaire. The sample size set was 302 responses were filled and returned by the respondents completely and were used for further analysis. Cronbach’s Alpha Pearson Correlation and Multiple Regression were applied through SPSS for data analysis. Findings The results reveal website attributes included navigation design, information design and visual design have positive relationship with customer purchase intention of Karachi. Visual design has the most impact on purchase intention followed by navigation design and information design having the least impact in comparison.