BEYOND THE CLICK: UNLOCKING E-COMMERCE PURCHASES WHEN TRUST AND ATTITUDE LEAD THE WAY

Abstract

The present research work has been performed to understand the impact of perceived values and perceived convenience on the determination of online purchase intention, with the mediating input of buyer trust and attitude in the case of Pakistan in e-commerce. The present work was selected with the positivist research philosophy and the deductive research approach. This is to explain the social phenomenon with construction of research hypotheses based on the existing body of literature, along with its input in laying down the conceptual foundation. The study has selected a quantitative research design. Similarly, recent work targeted online buyers as target population to get the required number of responses in a limited period of time, following a convenience sampling method. The study takes a sample size of 384 and applies the collected data with the structural equation modeling using PLS Smart as software. The study showed significant positive relationships across all hypothesized paths. Buyer's attitude and buyer's trust were significant predictors of purchase intention. Perceived convenience influenced buyer's attitude, buyer's trust, and purchase intention directly. The perceived value demonstrated significant direct effects on buyer's attitude, buyer's trust, and purchase intention.