CONSUMERS ONLINE PURCHASE INTENTION TOWARDS COSMETIC PRODUCTS IN KARACHI

Ambreen Shaukat; Asif Kamran; Nadeem A. Syed

doi:10.58921/jossams.02.02.010

Ambreen Shaukat Management Sciences Department, ILMA University, Karachi, Pakistan
Asif Kamran Management Sciences Department, ILMA University, Karachi, Pakistan
Nadeem A. Syed Management Sciences Department, ILMA University, Karachi, Pakistan

DOI: https://doi.org/10.58921/jossams.02.02.010

Keywords: Value perception, purchase intention, cosmetic items, web stores, customary stores, t-test

Abstract

E-commerce is a developing marketplace and the quantity of retailers and development in online shopping has constructed up a competitive market. Marketing managers are more concerned about their customer’s purchase intentions in order to increase their products and services selling. Consequently, it is of great importance for businesses to understand consumers’ buying behavior, and additionally examine factors which are connected to the consumers’ online buying intention. This study examined the relationship between online purchase intentions and perceived cost/benefits related to perceived risk, monetary cost, product quality and service quality. Questionnaire were collected to 200 Internet store purchasers, consist of 25 questions related to 4 construct. The greater part of the customers who joined the overview was living in Karachi. Construct validity verified by assenting factor analysis and Cronbach’s alpha confirmed its reliability. T-test was connected so as to test the Internet channel purchaser’s intent. The results indicated that shoppers purchasing items from the internet perceive monetary price related value higher then alternate measurements of significant worth. This infers, online buyers are as yet utilizing this channel in light of its value focal points, not for the sake of entertainment or to be socially acknowledged by others. The outcomes of the review recommend that value perception and the forerunners of significant worth observation were all extraordinary between the purchaser’s intentions for online channels.