A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan

Ahmed, Zahid Shahab; Ling, Su; Rafique, Kalsoom; Khan, Sher Zaman; Jamil, Sadaf

doi:10.18488/journal.1006/2017.7.2/1006.2.44.56

Cited by 27 publications

(16 citation statements)

References 26 publications

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“…Furthermore, Ahmed et al (2017) psychological characterization of impulsiveness contributes to an incentive reaction. Graa and Dani (2012) state that the development of impulses is typically the result of purchasing conditions needing greater emotional activation, less reasonable is control and generally reactive behaviour.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Polas

Tabash

Jahanshahi

et al. 2022

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Purpose This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model. Design/methodology/approach Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools. Findings The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase. Practical implications The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic. Originality/value In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.

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Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Polas

Tabash

Jahanshahi

et al. 2022

View full text Add to dashboard Cite

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“…A group of studies are conducted on consumer behaviour concerning choice of payment solutions in different developed and developing economies (Adeyeye, 2008;Ahmed et al, 2017;Anjum and Chai, 2020;Kidane and Sharma, 2016). However, the current study adds new insights to the consumer behaviour literature in different ways.…”

Section: Theoretical Contributionmentioning

confidence: 99%

“…Many developing economies, however, such as Pakistan, Bangladesh and Myanmar, were still struggling in terms of a fully functional e-commerce solution prior to shutting down of physical markets. Even in pre-COVID times, online shopping was not seen to be a widespread trend, due to a mixture of social, economic and demographical issues (Ahmed et al , 2017) and the most preferred payment method for online shopping remained that of cash on delivery (CoD). This popularity could be linked with the fact that the CoD service eases several of the concerns felt by customers that are linked with online shopping.…”

Section: Introductionmentioning

confidence: 99%

Impact of COVID-19 on the drivers of cash-based online transactions and consumer behaviour: evidence from a Muslim market

Khan

Ateeq

Ali

et al. 2021

JIMA

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Purpose Pakistan is predominantly a cash-based economy, with consumers showing several traits ranging from low confidence on the electronic commerce security, poor access to banking, absence of widespread awareness of e-payments and other religious and psychological barriers to adopting alternatives to cash. This study aims to examine e-payment modes in Pakistan with respect to their impact on supplier and consumer behaviour before and during the pandemic times. Design/methodology/approach The research follows a qualitative approach. Focus groups and interviews are conducted to carry out an in-depth analysis of consumer and supplier behaviour. Findings The findings show that customers are not satisfied with the current e-commerce system in Pakistan, whereas though producers prefer prepayments, they are forced to rely on cash on delivery. However, due to the recent COVID-19 outbreak, consumers are going cashless to avoid physical cash and observe safety protocols. To convert this temporary and enforced patronage of online transactions into a long-term and sustainable one, massive marketing and a combined effort from the government, private bodies and financial institutions is required. Research limitations/implications The study was conducted using online interviews which has the drawback of connection issues, delays and lags in the connectivity, and hence may lead to miss important gestures for data analysis. Originality/value This research can be of benefit to online consumers and the supplier side of the online retail industry, by providing them with insight into the various factors that affect consumer behaviour towards e-commerce payment options. An understanding of the behavioural motivators of consumers will allow e-retailers in developing more marketing strategies that are effective, to improve the satisfaction level of their customers and contribute to the development of Pakistan’s e-commerce sector into a globally competitive one.

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“…Despite these statistics, the e-commerce market in Pakistan is still in its infancy stage. It has been evident that there are a whole lot of consumer bases that are not involved in online shopping (Ahmed et al, 2017 ). The reason for this lack of involvement in online shopping is unknown.…”

Section: Introductionmentioning

confidence: 99%

Changing Trends of Consumers' Online Buying Behavior During COVID-19 Pandemic With Moderating Role of Payment Mode and Gender

2022

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It was not long ago when technological emergence fundamentally changed the landscape of global businesses. Following that, business operations started shifting away from traditional to advance digitalized processes. These digitalized processes gave a further boost to the e-commerce industry, making the online environment more competitive. Despite the growing trend, there has always been a consumer market that is not involved in online shopping, and this gap is huge when it comes to consumers from developing countries, specifically Pakistan. On contrary, the recent COVID-19 pandemic has brought drastic changes to the way consumers used to form their intention and behave toward digitalized solutions in pre COVID-19 times. Evidence shows that the global e-commerce industry has touched phenomenal growth during COVID-19, whereas Pakistan's e-commerce industry still holds a huge potential and has not fully boomed yet. These facts pave new avenues for marketers to cater to this consumer market for long-term growth. Hence, the study provides insights into how consumers' online buying behavior has transformed during the COVID-19 pandemic in the context of Pakistan. The study presents a framework based on the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). Furthermore, the moderating role of gender and payment mode has also been examined. For the analysis of variables, the partial least squares (PLS) method was used to conduct structural equation modeling (SEM) by collecting data from 266 respondents. The results show a significant and positive impact of perceived benefits, perceived ease of use, perceived enjoyment, and social influence on consumers' intention, but they also show an insignificant impact of gender and payment mode as a moderating variable on PEOU-BI and BI-AB, respectively. The results are of utmost significance for Pakistani businesses, marketers, and e-traders to streamline their business practices accordingly. Lastly, the proposed framework demonstrates new directions for future research to work upon.

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A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan

Cited by 27 publications

References 26 publications

Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Consumers’ sustainable online purchase behaviour during COVID-19 pandemic: the role of relational benefit and site commitment

Impact of COVID-19 on the drivers of cash-based online transactions and consumer behaviour: evidence from a Muslim market

Changing Trends of Consumers' Online Buying Behavior During COVID-19 Pandemic With Moderating Role of Payment Mode and Gender

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