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How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers

Muhammad Ashhad Ghori, Syed Monis Imran, Javeria Pervaiz and Umm e Aiman Aiman

MPRA Paper from University Library of Munich, Germany

Abstract: In recent years, usage of the internet in a developing economy like Pakistan rose exponentially which also enable users to use social media and eventually buy and order anything online. The trend of marketing changed all over the country as renowned brands and businesses started to shift their respective platforms. Some faced difficulties in that while others reached new heights of accomplishments. The online market is quite different from the conventional physical market and retailer’s sales generally depend upon the buyer’s mood, attitude, and behaviors which comprises trust, purchase intent, and motivational factors. Retailers must be aware of the ongoing trends and know-how and when to post what. For the purpose of the study, the data was collected from 265 respondents and Partial Least Structural Equation Modelling (PLS-SEM) was used for the analysis. The results showed that motivational factors i.e. Social, Empowerment, and Remuneration have a significant relationship with Trust and Online Purchasing Intent. From the results, several implications can be derived for marketers, policymakers, and online retailer.

Keywords: Social Media; Trust; Empowerment Motivation; Online Purchase Intent; Social Motivation; Developing Economy (search for similar items in EconPapers)
JEL-codes: A14 M1 M3 M31 (search for similar items in EconPapers)
Date: 2022
New Economics Papers: this item is included in nep-mkt and nep-pay
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