Mediation Analyses of Website Features On Online Purchasing Behavior

Reema Frooghi, Dr. Arsalan Mujahid Ghouri, Syeda Nazneen Waseem and Shamim Zehra
Additional contact information
Reema Frooghi: (PhD Scholar), Director QEC, KASBIT, Karachi
Dr. Arsalan Mujahid Ghouri: Affiliate Professor, Montpellier Business Schoo
Syeda Nazneen Waseem: Business Administration Department, University of Karachi
Shamim Zehra: Allama Iqbal Open University

KASBIT Business Journals (KBJ), 2017, vol. 10, issue Special Issue, 77-105

Abstract: With the growing numbers of digital natives, the businesses have increasingly shifted towards online business. Young adults between the age 16–35 years has been witnessed with more decision making power. Therefore it becomes imperative to find the factors that affect the online purchasing pattern of a young consumer. The target population of this study included young consumer. Data collection was done from University going students based on convenience sampling. A descriptive study was conducted with a sample size of N=269, based on Base Model: Intention, Adoption and Continuation of Cheung et al., 2005. The results indicate that there exist a significant relationship between Peer Influence, Website Attractiveness and Website Services on Online Buying Behavior. It has also been analyzed that Website Services and Website Attractiveness mediates the effect between Peer Influence and Online Buying Behavior, hence showing partial mediation between the variables. This study contributes in understanding the relationship between Peer Influence and Online Buying behavior and how website attributes helps to attract consumers towards making final purchase. It also helps companiesto devise strategies for effectively increasing their online sales. The contribution of this study is applying and finding the mediation impact of website features (website attractiveness and satisfaction) on base model of Cheung (2005) especially in Pakistani Context.

Keywords: Online Buying Behavior; Peer Influence; Website Attractiveness; Consumer Behavior; Website Services; Young Consumers (search for similar items in EconPapers)
Date: 2017
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http://kasbit.edu.pk/KBJVol9/Volume9KBJ2016pg94-130.pdf

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Persistent link: https://EconPapers.repec.org/RePEc:ksb:journl:v:10:y:2017:i:1:p:77-105

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