Mediation Analyses of Website Features On Online Purchasing Behavior
Reema Frooghi
PhD Scholar at Iqra University Karachi Director QEC, KASBIT
Dr. Arsalan Mujahid Ghouri
Affiliate Professor, Montpellier Business School
Syeda Nazneen Waseem
Business Administration Department, University of Karachi Shamim Zehra Allama Iqbal Open University
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 companies to 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
