The Model of Customer Experience and Purchase Intention in Online Environment

Muhammad Zahid Maitlo (), Neelam Jugwani () and Rehman Gul Gilal ()
Additional contact information
Muhammad Zahid Maitlo: Department of Business Administration, Shah Abdul Latif University, Khairpur Mir’s
Neelam Jugwani: Department of Business Administration, Dadabhoy Institute of Higher Education, Karachi
Rehman Gul Gilal: Department of Business Administration, Shah Abdul Latif University, Khairpur Mir’s

Sukkur IBA Journal of Management and Business, 2017, vol. 4, issue 1, 1-17

Abstract: The online purchase intention is very critical and fascinating in today’s e-environment. It has direct involvement in customer decision making in terms of purchase. Thus, corporations use various marketing tools to seize customer attention for product purchase decision. This study provides the model of customer experience and purchase intention in e-environment. A total of 326 internet users were requested to provide the data through distributed questionnaire using non-probability e-convenience sampling technique. Further, Analysis of Moment Structure was employed and Structural Equation Model was used to measure the model of customer experience and online purchase intention with customer experience sub-dimension i.e. online hedonic elements, online aesthetics and online functional elements. The result of the study clearly indicates that customer with tremendous experience tends to purchase frequently in an online environment. In other words, customer online experience is directly proportional to purchase intention. Hence, increase in online customer experience will increase purchase intention.

Keywords: Customer Experience; Purchase Intention; Structural Equation Model (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.30537/sijmb.v4i1.101 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:ibajmb:0029

Access Statistics for this article

Sukkur IBA Journal of Management and Business is currently edited by Khalid Ahmed

More articles in Sukkur IBA Journal of Management and Business from Sukkur IBA University Publications Cell, Office of Research, Innovation & Commercialization - ORIC, Sukkur IBA University, Airport Road Sukkur-65200, Sindh, Pakistan. Contact information at EDIRC.
Bibliographic data for series maintained by Irfan Ali Menon ().