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Analyzing the Determinants of Online Purchase Intention of Consumers: Mediating Role of Perceived Risk

Author

Listed:
  • Atif Ali Gill

    (Faculty, Department of Business Administration, University of Sahiwal, Pakistan)

  • Muhammad Usman Haider

    (Principal, GTTC, CJ, Technical Education & Vocational Training Authority, Sahiwal, Pakistan)

  • Shehzad Farrokh

    (Assistant Director, Technical Education & Vocational Training Authority, Sahiwal, Pakistan)

  • Rabia Zubair

    (MS Scholar, Department of Business Administration, University of Sahiwal, Pakistan)

Abstract

he main objective of this study is to know the determinants of consumer purchase intention using online shopping in developing countries. The unit of analysis in the present study is individuals consisting of customers who use online shopping. Three hundred questionnaires were distributed using convenience sampling, while 249 questionnaires were filled for further statistical analysis. The present study deploys a regression approach through a structural equation modelling technique using SmartPLS 4.0 version software. The result indicates that personal value and shopping experience significantly influence online purchase intention. By extending the theory of purchase risk theory, the current study provides several theoretical and practical contributions. The present study's findings help practitioners and marketing managers in the online shopping sector improve consumer online shopping experience by reducing perceived risk, further enhancing purchase intentions. It is also beneficiary for online marketers and academic researchers in the consumer behaviour field. These factors may help marketing managers get competitive advantages, maximize profit, and increase sales.

Suggested Citation

  • Atif Ali Gill & Muhammad Usman Haider & Shehzad Farrokh & Rabia Zubair, 2023. "Analyzing the Determinants of Online Purchase Intention of Consumers: Mediating Role of Perceived Risk," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 221-228.
    • Handle: RePEc:rfh:jprjor:v:9:y:2023:i:2:p:221-228
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    References listed on IDEAS

    as
    1. Faheem Gul Gilal & Zubaida Ashraf & Naeem Gul Gilal & Rukhsana Gul Gilal & Nisar Ahmed Channa, 2019. "Promoting environmental performance through green human resource management practices in higher education institutions: A moderated mediation model," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(6), pages 1579-1590, November.
    2. Gill, Atif Ali & Shaheera Amin & Ammara Saleem, 2020. "Investigation of Critical Factors for Successful ERP Implementation: An Exploratory Study," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 6(2), pages 565-575, June.
    3. Alalwan, Ali Abdallah, 2018. "Investigating the impact of social media advertising features on customer purchase intention," International Journal of Information Management, Elsevier, vol. 42(C), pages 65-77.
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