CUSTOMER PERCEPTION ON ONLINE PURCHASE INTENTION: THE IMPACT OF ONLINE SHOPPING ORIENTATIONS ON ONLINE BUYING INTENTION

Abstract

This paper endeavorsto recognize the customer perception on online purchase intention among theyouth of Pakistan. Customer perception on online purchase intention, thus ourresearch variables are impulse purchase orientation, brand orientation,and quality orientation were considered along with online trust andprior online purchase experience. The results are focused 292 responses gotfrom the online study. The exploration made that impulse purchase orientation;prior online purchase experience and online trust havethe positive effect on the customer purchase intention. Males arefound to have more intention to shop online than females The study hasimplications for web-retailers, advertising directors, web advertisers, onlinemerchants and web-customers in Pakistan. Pakistani online customers commonlyhave a tendency to look for offers and extraordinary worth value bargainsrather than brand or quality. Online retailers may focus on the impulsepurchase orientation aspect in Pakistani consumers and must concentrate onexpanding online trust.