Navigating Consumer Intent: The Power of Attitude and Social Influence In Pakistan's E-Commerce

Aisha Sanam, Dr. Raj Maham and Naila Amin
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Aisha Sanam: MBA, Department of Business Administration, Iqra University, Karachi, Pakistan
Dr. Raj Maham: Programme Lead, Department of Business Administration, Beaconhouse International College, Islamabad, Pakistan
Naila Amin: Lecturer, Management Sciences, Beaconhouse International College, Islamabad, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 3, 370-378

Abstract: This study investigates consumer behavior in Pakistan's e-commerce sector through the lens of the Theory of Planned Behavior (TPB). It examines the impact of three key variables—attitude, subjective norms, and perceived behavioral control—on online purchase intentions. Using a quantitative research methodology, data was collected from 356 participants in Pakistan, focusing on their e-commerce habits and decisions. The findings reveal that attitude and subjective norms significantly influence purchase intentions, while perceived behavioral control has a lesser effect. This research fills a gap in the literature on TPB's application in Pakistan's growing e-commerce industry, providing insights for marketers and businesses seeking to optimize customer engagement and conversion in digital marketplaces. The study also emphasizes the need for enhancing consumer perceptions of ease and control in online shopping to foster stronger purchasing behavior.

Keywords: consumer behavior; social influence; e-commerce (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:3:p:370-378

DOI: 10.61506/

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