To Understand the Eco-System in Digital Media Marketing.
RP2 final report
1. Customer perception on online purchase intention: The impact of online shopping
orientations on online buying intentions.
By
Ahras Hussain Rizvi
Thesis submitted in partial fulfillment
of the requirements for the degree of
Bachlers in Business Administration
at Research Centre in Iqra University
North Nazimabad, Karachi
Iqra University
December, 2014
2. ii
ACKNOWLEDGEMENTS
Thanks to Almighty Allah, the most Gracious, and the most Merciful.
This report was arguably one of the most tedious yet thrilling experiences in this
semester. There were times when we were thankful, times when we were distressed
and times when we were frustrated but at last we were able to accomplish our tasks
and produce this thesis for you all to read.
We would like to thank our teacher, Mirza Amin ul Haq, who supported and guided
us throughout the semester. Also, Mr. Osama Zaheer, research faculty at Iqra
University, who assisted us in every possible way he could.
This work is a combined effort of its sincere researchers. Any resemblance to any
other work may be completely coincidental.
3. iii
ABSTRACT
Addresses one of the central issues of online purchase, how to draw in and win over
the consumer in the profoundly aggressive internet market and examinations the
elements influence the online consumer's conduct and looks at how e-marketer can
impact the conclusion of the virtual interaction and purchasing process by entering
their showcasing activities on components moulding the customer's virtual
experience. Initiating criticalness of the online retail industry in Pakistan, it stays
basic for web retailers and web advertisers to comprehend the customer perception on
online purchase intention to unravel what is paramount to the Pakistan online
customer. This paper endeavours to recognize the customer perception on online
purchase intention among youth in the Pakistan context. Customer perception on
online purchase intention, thus our research variables are impulse purchase
orientation, brand orientation and quality orientation were considered along with
online trust and prior online purchase experience. The results are focused 292 around
substantial responses got from the online study. The exploration made that impulse
purchase orientation; prior online purchase experience and online trust have huge
effect on the customer purchase intention. Men are found to have more intention to
shop online than females. A greater and more illustrative example which incorporates
respondents from all kinds of different backgrounds would have been fitting however
the web perceptive understudies contribute the real impact of online purchasers. The
study has implications for web-retailers, advertising directors, web advertisers, online
merchants and web-customers in Pakistan. Pakistani online customers commonly
have a tendency to look for offers and extraordinary worth value bargains rather than
brand or quality. Online retailers may focus on the impulse purchase orientation
aspect in Pakistani consumers and must concentrate on expanding online trust.
9. Psychographic Characteristics and Entrepreneurial Intention 1
CHAPTER 1: INTRODUCTION
1.1 Background of the Study
Word “internet “was biggest addition in history of world as this means a lot
now in21st century moreover we can say that there is nothing could be done without
the help of internet from the innovation to the destruction all and all its comprises all
the information slag to the whole world as virtualization is an ongoing process .The
initial interest of this particular paper is to research and observe about the dominance
of internet shopping on traditional shopping. This study tries to indicate the
dimensions of online shopping. According to PTA stats Pakistan users is crossed
approximately to 3.35 million in January2014. People are getting more aware about to
purchase online products through Internet this mean is a huge market that has to be
targeted by the internet. Now a day’s 3g and 4g network introduce high speed internet
which will help us to attract the more people to online shopping. Online purchasing is
increases day by day. Online purchase introduce about 20 years before, when Susan
and Bruce “Open Diary but now it takes the whole world and it’s growing rapidly.
(Kaplan A.M, Heinlein M, .2010). Online purchase and their electronic environment
that makes people ease to buy and sell products and also give and take information
through internet (Awed, E., 2002). People are adopting through different and new
sources mostly younger generation using online purchases.
(Nancy Atkinson et al., 2009). According to an approved and researched
papers published in PAKISTAN today, based on the higher level employees
(managers) ‘ options, the trend of doing marketing totally change today marketers are
more emphases on the social media marketing thus typical marketing is not giving
desired result. But the online purchases is still have very low rates in Pakistan but
10. Psychographic Characteristics and Entrepreneurial Intention 2
people are working on it as for their business promotions according to SMED (small
and medium enterprise development authority) in Pakistan, the dot com, culture is
promoting in high pace as the rate is 100% now. More ever young generation is more
attract towards it and they might be the pioneers of this new
Way of retailing. Our study is to find out the buying intensions of people
while using e-retailing sites with regards to their intension towards the quality, trust,
experience, brand, and impulse buying.
1.1.1 Background ofthe Industry
The online shopping is very vast and people are willing to shopping online
products from internet rather than physically shopping. Because we all love to
convenience to purchasing online products and a good bargain. That’s why majority
of people using internet for scrolling online product (groceries, clothing, vehicle,
home goods, and etc.) all types of product is place in online stores, when people
purchase product from online stores and stores delivered right at their door. Now a
days there are three types of online purchasing websites such as (online auction site,
online purchasing site, online classified site) people use internet as a business. Many
people make online stores or online shopping websites, online auction site and online
classified site) people use internet as a business. Many people make online stores or
online shopping websites. Online purchasing site are (Amazon, buy, buy Pakistan,
bazar.pk and etc.). Alvin E. Roth and Axel Ockenfels (2002).online auction site
are(ebay, ubid, ebid, quibids, live auctioneers and etc). And online classified site are
(olx, daraz, post adverts, and etc). These all kinds of online websites are best if
someone like to find quality products as well as reasonable prices and bargain prices.
people post their ads as free and search other classified ads. Millions of people access
online products from different shopping sites. Because they in lowest prices as well as
11. Psychographic Characteristics and Entrepreneurial Intention 3
bargaining and mostly of the online purchasing site gives them bargain and lowest
price products. People use online classified site for easy, simple, quick to sell their
unwanted stuff and take money. It’s like a online garage where our stuff is turn into
cash and it’s garage into cash. Online auction is pervasive transaction mechanism for
e-commerce. EBay get the largest online market in the world TugbaGiray et al. (2006)
.EBay is an online purchasing site as well as online auction site. In ebay.com seller
have an option of public minimum amount of bids and reserve cost secret. Seller use
secret about their reserve prices to increase their auction prices as they expected
Lucking-Reiley et al. (2000).
1.1.2 Significance ofthe study
Online shopping is now becoming new trend in Pakistan customers use to
purchase products online for their convince on internet they can have so many
alternate options of that product and have enough information of that product which
he want to purchase people can save their time rather than visit store to purchase
goods through online shopping customers can save money by buying goods direct
from company online websites people have some quality and privacy issues as well
online shopping allows you to make fair deals customers mind has been changing
they think purchasing product online is much better then purchasing products from
market because its time consuming and people can find product according to their
expectations Wollan,Robert,and Naveen Jain (2013) .Through this study business can
find out the factors that are important for them to consider them before selling their
goods online and will help then to find out the problems of that don’t allow people to
buy goods from internet it will also help in academics so student can aware about the
online shopping which factor is important before buying any product from internet
they can aware of any risk that will help them allot in future. If student got aware of
12. Psychographic Characteristics and Entrepreneurial Intention 4
online purchasing then in upcoming years the percentage of online customers will
increase in Pakistan that will help business to sell their products online Adam and Tim
(2011).
1.2 Problem Statement
According to Internet World Stats Pakistan have around 29,128,970 internet
users which make it a big internet market. The reason of such phenomenal growth is
increasing the use of technology to the average middle class and government imitative
in telecom sector like introducing 3G and 4G WI-Max services. Therefore banks
encourage promoting online banking thus it effect the total Tariq et al. (2013) .People
have lack of time thus there focus on online purchasing are more intentions regarding
online purchasing confidently influenced by normal attitude towards the arrangement
and abnormally afflicted by the accident associated with the web. (Shakeel i. a., 2012)
In the past few years Pakistan’s economy Hit with security threats, radicalism and
ethnicity riots. Due to these problems there has been major decline in foreign
investment, and successful industries have taken a strong hit from these problems.
Hence it’s also affected the penetration of e-commerce which merely diffuse the charm
and charisma of this industry (James D. Fearon, David D. Laitin, 2001). But there is still
leverage as the stats of social bakers clearly define that round 200000 people join social
media platform.
Internet and online purchasing is Increasing but now a day’s only 30% to 35%
world is aware of online purchasing. Most of the time customers receive those items
which they not selected or listed as purchased, in this the vender is in charge of either
rectifying the lapse (at no additional charge) or discounting your cash If a thing acquired
through a closeout site does not arrive, closeout destinations commonly propose first
13. Psychographic Characteristics and Entrepreneurial Intention 5
reaching the dealer, who can give dispatching and following data provide for you a full
discount or offer to send a substitution. Some of the time things are transported yet
conveyed to the wrong address stolen from the patio or unintentionally left in a
concealed spot, (for example, a rear way route or by an at times utilized side entryway)
Fan and Wei-Shang (2011).There is an important relation between brand and purchase
intentions that is promotional factor Tariq et al. (2013). Now this trend is emerging in
Pakistan which enables us new directions and determinants, people are more aware of
online shopping and they are keen to buy but its only have a largely impact on urban
areas Hamza et al. (2014).why people afraid before purchasing any good from internet
or they don’t want to buy any things from internet what are those factors which people
don’t want to purchase anything from internet why the percentage of the online
purchasing customers is low in Pakistan. In other countries mostly people buy goods
from internet but ratio of Pakistan is low there are so many researchers conducted in all
over the world on online purchasing intentions but in Pakistan as compare to other
countries need more attention on this as market of online shopping Arsalan et al. (2014).
and if they trust this site will not miss-use data then any factor that people think before
purchasing any goods from online they don’t feel save because they think if they
provide their personal information and personal data on internet their data can be
misused for any criminal activity Chim et al (2012).Purchasing quality goods is the
more difficult aspect of buying online for customers, as they don’t know which quality
they will sent them, might be their quality is not meeting with customer expectations or
the price of that product. So therefore our focus on the study to find out the behavior of
online customers as far as youth is concern.
14. Psychographic Characteristics and Entrepreneurial Intention 6
1.2.1 Purpose Statement
Purpose of quantitative correlation study is to examine the relationship between
leadership style, size of the business, and gross revenue. They Brand
Orientation, Quality Orientation, Impulse Purchase Orientation, Prior Online
Purchase Experience, and Online Trust are leadership style and size of the
business. The Online purchase intention is gross revenue. The 292 post graduate
MBA students from two different private universities will consist of business
leaders of micro-electronics companies in the Pakistan (Karachi). This
population is appropriate for the study because more than 25% of all micro-
electronics companies are located region. The implications for positive social
impact on this region is people are more diversify and globalized to cater-it
hence ecommerce plays an authentic role to promote it globally thus this
research intend to grab the gap between the shopping orientation and
consumers.
1.3 Research Objectives
To what extent quality orientation is related to online purchase intention.
To what extent brand orientation is related to online purchase intention.
To what extent impulse purchase orientation is related to online purchase
intention.
To what extent prior online purchase intention is related to online purchase
intention
To what extent online trust orientation is related to online purchase intention.
15. Psychographic Characteristics and Entrepreneurial Intention 7
1.4 Research Questions
Does Quality orientation related to online purchase intention?
Does Brand Orientation related to online purchase intention?
Does impulse purchase orientation related to online purchase intention?
Does Prior Online purchase intention related to online purchase intention?
Does online trust orientation is related to online purchase intention?
1.5 Structure of the Study
Online shopping is now becoming new trend in Pakistan customers use to
purchase products online for their convenience on internet they can have so many
alternate options of that product and have enough information of that product which he
want to purchase people can save their time rather than visit store to purchase goods
through online shopping customers can save money by buying goods direct from
company online websites people have some quality and privacy issues as well online
shopping allows you to make fair deals customers mind has been changing they think
purchasing product online is much better then purchasing products from market because
its time consuming and people can find product according to their expectations
Wollan,Robert,and Naveen Jain (2013) .Through this study business can find out the
factors that are important for them to consider them before selling their goods online
and will help then to find out the problems of that don’t allow people to buy goods from
internet it will also help in academics so student can aware about the online shopping
which factor is important before buying any product from internet they can aware of
any risk that will help them a lot in future. If student got aware of online purchasing
then in upcoming years the percentage of online customers will increase in Pakistan that
17. Psychographic Characteristics and Entrepreneurial Intention 9
CHAPTER 2: LITERATUREREVIEW
Nowadays internet is not neighbor hooding media but also as mean of
reachablness of consumer to global market. In past few years internet usage has grown
rapidly and it has become the means of delivering the goods or services and trading
information, as we know that internet shopping is not so popular in many countries so
far its underdevelopment. Therefore we have lack of consumer behavior or intention
knowledge about the customers it can be in both ways the consumer attitude towards
the new style of shopping or the seller that how could they sell the product thus the
attitude effect the decision making process, The confined fundamental of online
shopping is that it always agree to to engage consumers intentions and build
relationship. (P. Raja, R. Arasu, and MujeeburSalahudeen).
The internet grow rapidly since its universally opened to the people since
1991,its approx. population of usage (176 million) as America is the most influencing
country by means of internet usage (International Herald Tribune, 2004). This
increment in internet usage growth is driven by the lack of time for shopping and as
well as increase in trained consumers. Therefore security issue is a big concerns in
shopping online, this new security tools help them a lot to protect the prestige of online
shopping therefore its cause the increase of consumer visit or buy from destinations
(Ah-Wong et al., 2005; Han and Maclaurin, 2002), More ever the net has significantly
change the relationship between the purchaser and merchant, supporting the conclusions
of purchasing gimmicks as for personalization, customization and correlation of
products.detmer (2002); Wind and Mahajan (2003), The achievement and impromptu
creation to an expansive degree on the experience qualities of the administrations and
items being promoted. Analysts (e.g. Hui and Chau (2002); Li and Gery (2000)
recognize that the rightly suitable of web purchasing to purchasers differed by the by the
18. Psychographic Characteristics and Entrepreneurial Intention 10
classification of item accessible for buyers due to the uniqueness of the item itself or the
impact of web or the originality of conveyance channel, for example, machine items,
books, travel, magnificence and wellbeing Reda (2001); Schaeffer (2006). Electronic
retailing has increase number of consumer incredibly that’s how they represent the all
new trend and consumer buying behavior in e-environment McLeod and Hare. C
(2006), thus strategy makers and retailers are searching for new marketing techniques
which would have fruitful results based on the knowledge and buying intention of their
consumers .Although some researchers already done handsome amount of research on
it and publish it Citrin et al., (2000), slowly but wisely people are devoting little
attention towards the e-shopping. But as mentioned earlier that numbers are increasing
wisely under the e-retailing belt. Growth is the main aspect of future domination of e-
shopping Goldsmith and McGregor (2000).
Simon Rigby, Head of Direct Channels at Comet, says, “Our dare is to fulfill the
requirements of large numbers of online people by finding needs and style of the
consumers on regular intervals through research so we can remove their fear regarding
product and services. We can start our study in high selling time video calling will
become one of the major tools of online shopping arena. In the upcoming years you will
just go and see your product and service related videos to buy things online”.
Investigates research the E-marketer (2005) showed us that internet practically larger
influencer than offline media for electronic items as compare to others items like
residence products, cosmetics, and wearing items. Internet marketing has changed the
technique of customers to purchase and sale goods and services. Because it’s too much
easy to buy any product or services. The highest rate of buying thing through internet is
in United States, where 93% bought things on internet (Business Software
Association.2002)
19. Psychographic Characteristics and Entrepreneurial Intention 11
Thus the economic factors that Based on Kauffman and Wang (2001), expect
that the accepted accumulation size, bent by the amount of orders, will access the
purchase decisions of abeyant buyers. These appeal interdependencies are referred to in
the abstract as positive demand externalities or arrangement externalities Xie and Sirbu
(2005).the changes in the demand for services and goods will move and in result called
demand externalities. Therefore, demand externalities are not similar as price change
demand. Demand goes higher in the attendance of low prices. Demand externalities in
result upwards shifts of demand curves and type of driver will go higher demand in the
better as likely to adopt the rewards of high system size. Price consciously has been
explain in the marketing literature in a bit dissimilar include involuntariness to pay
upper price for product and “exclusively “on paying lower prices Singh, J., S. Sinha, N.
Batra, and A. Joshi, (2011). When customers see the social control cost of the price
level warranty to be high, they understand the policy as a low price; enlarge probability
of buying from the seller and decrease price search at aggressive seller when they look
high reach cost Kukar-Kinney and Grewal (2006).
Although the social perspective defined Reciprocity is the main feature of the
online group of people its show whether they are successful or unsuccessful they get
some backup from their people their criticism will be positive or negative. Preece and
Maloney-Krichmar, (2003); Wellman and Gulia, 2005).
But meanwhile physiological perspective is also important which determine the
trust is the one of the most significant factor in the online purchasing. Gefen (2000) trust
is the main mechanism in e-commerce reducing doubtfulness among the society if they
don’t trust then will not purchase anything because customers don’t want to take risk
(Finch. B, 2007).According to these customers is forced to keep up the relationship with
the buyers because they want to or no order option they have (RE Goldsmith and LR
20. Psychographic Characteristics and Entrepreneurial Intention 12
Flynn, 2005).
Expectation-confirmation theory (ECT) is used mostly is to find out those factor
that will help in purchasing thing it has consistently dominated both academic research
and managerial practice (T Al-Maghrabi and C Dennis, 2011).ECT is mostly consider
to anticipate the customer satisfaction and trueness to most of the products and services.
(CMK Cheung, L Zhu, T Kwong, GWW Chan). It is related to pre and post purchase of
decisions’ (Lin et al., 2005).
An analysis of experimental studies in a particular fields shows that the theory of
Acceptance Model and reasoned action one of the most famous theories used to
elaborate online shopping behavior (Limayem et al., 2003).everyone has different
personality and different thoughts so their perception are different from each other
Wolfinbarger and Gilly, 2001).There are two main behavior that is utilitarian and
hedonic. Utilitarian customers that their behavior is goal oriented Utilitarian customers
shop online base on intelligence need which is related to a precise goal (Kim and Shim,
2002). They attend for task-leaning, efficiency, Ratio; consider online arc slightly than
an absorbing knowledge (Wolfinbarger and Gilly, 2001). They’re a lot of important
anxiety in E- arcade is to purchases in ineffective and suitable mode to accomplish their
aims with smallest amount affliction (Monsuwe et al., 2004).therefore they want to
reduce the cost of the search to save precious time and energy that are not related to
shopping. And the second is Hedonic they have experimental behavior they not just buy
things they also want some enjoyment, fun and so many other things Monsuwe et
al.,2004).the amount of interactive that a website offers is a Strong agency in abutment
of establishing this relationship, because empiric shoppers usually acquisition added
enjoyment in alternate environments than in authentic argument environments(Childers
21. Psychographic Characteristics and Entrepreneurial Intention 13
et al., 2001).they don’t have any exact goal when they are visiting any shopping
websites. When they meet with their requirement then they visit that website again and
again (Wolfinbarger and Gilly, 2001).
Different people have different views on personality traits, but they all settled
that traits reflect in person’s behavior. Though that we can differentiate them from one
another. Mostly in the past researchers adopt this personality agreeableness, openness to
experience, traits neuroticism, and conscientiousness extraversion. Costa and McCrae
define neuroticism is the number and strength of stimuli wanted to give confidence a
person’s Negative emotions. Motivate person’s negative emotions. If he high in
neurotic then difficult to control his or her emotions. Extroversion shows feeling that
person comprehends his or her relation with other people. When the extroversion his
high he or she will be more sociable he likely to me more energetic, talkative, thrill.
Openness to experience shows person’s interest the more person is high in openness to
experience this interest are more destructive high in liking challenges and more keen to
think different opinions and point of view. Agreeableness in which person comply with
policy well-known by others. The more high in agreeable person is he will be polite,
people trust them, treat persons very well and this type of people maintain good relation
with other. They think they are born to help other peoples. Conscientiousness is that
kind of a person’s which follow their goals. The more conscientious person more likely
to be original, Detail-oriented, well-organize, accountable, planned and controlled.
People who purchase products or services their relation or trust is very important
in that product or facilities and sometimes on sellers any on online or store. Online
product or services is plays a very important role for creating a strong relationship with
customers, who wants a product or services without going anywhere. A recently
research shows us that those customers which are interact online their trust is lower than
22. Psychographic Characteristics and Entrepreneurial Intention 14
those customers who purchase from physical store or shops (Chassell and Bick more,
2000).
According to “Chemung and lee (2006)” Customers on E-commerce websites
are focus about privacy securities, transaction securities and etc. when these all
securities are provided by web merchant so the users or customers are will think that
their all transactions are hidden or secure, so customers are willing to purchase that
secure websites(Singh and Sirdeshmukh,2000). For creating more strong relationship
with their online users or online customers so E-commerce should give information
about them for example, contact numbers, address, admin or customer service provider
and etc. These information help customer’s satisfaction and they feel that they are
secure. Online trust is very important for making a relationship with customers.
There are ten very important influencing factors on online shopping. And this
can help researcher to identify customer’s intention and adoption. This model helps us
to understand how consumers are willing to purchase and also their continuance
purchasing behavior. Consumer satisfaction is depending in consumer’s involvement
with all possible stages which are during the online shopping process.
Medicaments products cannot easily sale and purchase as compare to other
products. In this medicaments mean original and branded food supplements which is
good for human health, such as vitamins etc. based on Phau& Poon (2000), those
product and services which have low outlay can frequently purchase. And usually more
likely to purchase via online or internet. Because of some risk and human health some
products can’t sell through internet.
Purchasing medicaments via internet is very beneficial to consumer as compare
to physical store, because in online purchasing their price are reasonable and service are
quick and they deliver products at their door step and sometimes many medicines are
23. Psychographic Characteristics and Entrepreneurial Intention 15
not available at physical stores and people waste their time to go to another shops to
purchase such medicines, but in online shopping it is not to worry about such problems
and we easily get products which we wanted or needed (Arrunada, 2004),
Now a day’s internet users and their popularity are increasing day by day and
both are become familiar and people usually use internet to search information and
purchase or shopping online product and services. People use Internet as the medium of
getting information, communicate and online purchasing (Farag et al, 2007). Internet
increases the number of sell and purchase activities (Hill and Beatty, 2011). Internet
helps business or company as a medium of shopping and it gave huge profits every
years as compare to physical stores, it’s also help to easily communicate to their
customers and identify or know the needs and wants (Kim and Forsythe, 2010).
Eventually many people avoid internet purchasing or shopping due to security and
confidentiality issues (Lian and Lin, 2008). Because they are hesitate and they don’t
want to share their personal details or information through online (Roca, Garcia and de
la Vega, 2009)
Internet shopping result help us to judge the consumers need and w ant and how
consumer purchase services and products (Hill and Beatty, 2011). According to Li and
Zhang (2002) said that approximately half internet users purchasing online, it is a 3rd
most popular activity on internet. Online shopping is doing in both advanced and rising
countries (Celik, 2011). Recently universal report shows the global online shopping
sales grew (IMAP retail report). This is an opportunity to all business to participate in it
and be profitable and competitive (Cheng et al, 2003). The Features of internet is
depending upon the features of product and services .Different products and services
can influence different consumers and their online shopping acceptance. Purchase
product and service is depending on consumers because they have in their mind to
24. Psychographic Characteristics and Entrepreneurial Intention 16
purchase what product and service (Cho et al, 2003). Studies confirm that customers
determinants are important are most important for purchasing product and service
through internet. This study is for examined about the interest of consumers and
different products and service can affect consumer purchasing decision.
TAM stands for “technology adoption model”, it is the technology, and with the
help of this we can easily understand the technology adoption. And with the help of this
researchers understand the consumer’s behavior for online purchasing TAM model help
us to study the intention of consumers purchasing. TAM is very successfully explained
about the technology adoption and this technology was using many researchers to easily
identify such results. It suggests, the attitude and intention is come from individual
social behavior. It mean is individual’s behavior is vary to their intentions.
In summary, internet businesses give a new way of shopping to their
consumers to get safe and fresh shopping.
2.1 Quality orientation towards online purchase intention
The relation of quality while purchasing online products is very important
because this is the only factor that attract people when the price of product is cheap or
expensive, people doesn’t wanted to compromise on the quality of the products., Gehrt
et al. (2007).
Customers are considering on the quality of the products while searching or
purchasing products online as well as physically. Bellenger and Korgaonkar (1980).
2.2 Brand orientation towards online purchase intention
Brand plays the very important role in the business. Now a day’s people are
sticky attached with the brand name. People are very brand conscious and they are
willing to purchase and use branded product. Online purchase transactions, consumers
place the brand names in the info while buying online. (Ward and Lee, 2000)
25. Psychographic Characteristics and Entrepreneurial Intention 17
Jayawardhena et al. (2007).
2.3 Impulse purchase orientation towards online purchase intention
Impulse purchase behavior happens once a consumer feels the insist to buy one
thing at the awfully instant with none additional analysis (Rook, 1987). Consistent with
Piron (1991), Impulse purchase behavior is Associate in and done without action
relinquished any previous arrange as a results of a stimulant. With the extensive growth
of online shopping, the studies created by Donthu and Garcia (1999) have found that
impulse purchase orientation may be a default characteristic of an internet shopper.
According to the reasoned action theory, consumer behavior and intentions
towards particular thing could only be predicted by its consequent intentions (Ajzen and
Fishbein, 1980).Impulse purchase orientation spur of that particular moment, the
unintentional decision to buy made just before the purchase of a particular product.
Thus intentional evaluation are more effective and efficient rather than behavioral
evaluation or measurement in finding and attracting new customers as customer lean to
pass over actual preference as of their constraint (Day, 1969).
2.4 Prior online purchase intention towards online purchase intention
Prior online buy practice and customer online purchase intention desires conduct
is dictated by related involvements. Online buys are still measured to be unverifiable
contrasted with customary retail buys (Laroche et al., 2005). In an internet shopping
climate, former online buy practice prompts the diminishing of questions and eventually
prompts a bring up in the purchaser buy aim (Shim and Drake, 1990). Online customers
who have purchased products online are further untied and subject to shop on web
instead of others (Lee and Tan, 2003). Shim et al. (2001a, b) launch that past adequate
online buy will manual for future online buy while past adverse practice will lessen
online buy proposition.
26. Psychographic Characteristics and Entrepreneurial Intention 18
2.5 Online Trust towards online purchase intention
Online trust is become very important when it comes to online shopping
(McCole and Palmer, 2001). It’s a risky in nature and trust play vital role in the online
dealings
(Pavlou, 2003).trust should be over there when a person giving their personal
information and data during online purchasing (Egger, 2006).so many studies
conducted that the higher the online trust of the customers will higher the customer
intentions are (McKnight et al, Verhagen et al., 2006; 2002; Lim et al., 2006; Ling et al.,
2010).
27. Psychographic Characteristics and Entrepreneurial Intention 19
CHAPTER 3: RESEARCH METHOD
3.1 Theoretical Framework
The component that impacting the human conduct can't be exact by any human
it could be anticipated by its aims. There are such a variety of analysts directed on
human conduct and their expectations towards the specific item. The methodology of
arranged conduct (TBP) began as the methodology of contemplated activity in 1980 to
receive and singular's desire to designate in a conduct at a particular time and spot. The
methodology was encouraged to clarify all conduct over which people acknowledge the
adroitness to put forth a concentrated effort control. The key essential to this hierchy is
behavioral purpose: behavioral aims are burdened by the disposition about the
probability that the conduct will acknowledge the acknowledged eventual outcome and
the dynamic examination of the dangers and recompenses of the conclusion.
The (TPB) has been adjusted promisingly to embrace and clarify a development
ambit of coloration conduct and propositions including smoking, drinking, casework,
usage, breastfeeding and reality utilize a piece of others. The TBP has states the
behavioral achievement relies on upon both activity (aim) and skill (behavioral control).
It recognizes within three sorts of conduct – regularizing, control and conduct. The TPB
is contained six builds that by and large speak to an individual's supreme domination
over the conduct.
In this manner buy online buy proposition have been an incredible effect on plan
to purchase online as above model is unmistakably demonstrating to us that purchasing
conduct could be command by the buy plans. Online purchaser conduct studies have
embrace settled hypotheses, for example, the Expectation Confirmation Theory (ECT),
28. Psychographic Characteristics and Entrepreneurial Intention 20
which suggested that satisfaction depends ordinarily on buyers' preparatory prospect of
an administration to be given and whereby or is leaving to be created amid genuine use
(S Devaraj, M Fan, R Kohli, 2002) which expected to balanced out our model of
behavioral aims which shows us that our depended variable online buy proposition is
not legitimized by the desire additionally how client is approaching towards the target
this hypothesis part of the way help as if they are more arousing on desire as opposed to
plans . Moreover, the Theory of Reasoned Action (TRA) (Fishbein and Ajzen, 2003)
and its group of speculations, including the Technology Acceptance Model (TAM) the
Theory of Planned Behavior (TPB) have been tried extensively. TRA and TPB
concentrate on the essentials of aim and conduct; these models have been embraced
broadly via specialists in the situation of internet retailing (Dennis et al., 2009). A large
portion of the structure has been citified as valuable in anticipating practices while
looking for plans. However, in normal with those studies, the first hypotheses are
distributed to limits. For instance, ECT was proposed from the get go with the smooth
of clarification of nonstop expectation or repeat buy conduct consequent one's by and
by involvement with the item (Premkumar and Bhattacherjee, 2008). Most studies
focused around ECT embraced this methodology (Cheung et al., 2005). For TPB, the
impact of the maker of partial standard (SN) has been dubious Taylor and Todd (2007),
for instance, report that SN is a noteworthy mediator of plan and conduct; Conversely,
the study secure that SN is more critical for an inexpert client and the relationship in the
middle of SN and proposition is fortify when client have squat levels of learning. In like
manner, (S.m.fadelbukhari, A.ghoneim, Charles Denis and B.jamjoom, 2013) have not
settled a critical relationship in the middle of SN and propositions. One more limitation
with TBP is that it neglects to concede different variables, for example, saw moral
commitment propensity, and character toward oneself, all of which may anticipate aims
29. Psychographic Characteristics and Entrepreneurial Intention 21
and conduct (Eagly and Chaiken, 2012). Therefore, more research is needed in manage
to investigate different determinants. The TAM model development that pronounced
luxuriousness of perform utilization of and record delayed consequences in greater life
systems use; notwithstanding, in spite of the fact that it has been adjusted promisingly in
conviction web related innovations, these two components acknowledge not been start
to be worthy in assention of answer web clients intentions (Ahn et al., 2007). Davis
(2003) himself recommends that approaching innovation tolerating investigation needs
to dwelling place route in which included variables influence handiness, riches of
utilization and client acknowledgement. El-Gohary (2010) states that there is a charge to
lead added examination in acclimation to examine the TAM prototype from an e-
promoting prospective. Numerous augmentations of TAM acknowledge been produced
with the point of invaluable any impediments. Tam2 (Venkatesh and Davis, 2000)
included 5 builds answer saw record and acquaintance and intentionality as middle
people. Tam3 (Venkatesh and Bala, 2008) chip the increase from Venkatesh (2000) that
fabricates on high the mooring and acclimation encircling of creature convenience
legitimate to development the determinants of saw prosperity of utilization.
Furthermore, the Unified Theory of Accepting and Use of Technology (UTAUT)
(Venkatesh et al., 2003) amassed eight separate hypotheses, including TAM, to body a
schema accustomed to clarify engineering tolerating conduct.
As these all models is some way or another supporting our model of online buy
aim according to our ward variable is concern TBP is visualization this perspective with
supporting our casing work which is specifically demonstrating to us that expectations
develop the conduct and brain set to buy.
31. Psychographic Characteristics and Entrepreneurial Intention 23
3.2 Hypotheses
H1. There is a significant positive relation between Quality orientation and
online purchase intentions.
H2. There is a significant positive relation between Brand orientation and online
purchase intentions.
H3. There is a significant positive relation between Impulse Purchase
Orientation and online purchase intention.
H4. There is a significant positive relation between Prior Online Purchase
Experience and online purchase intention.
H5. There is a significant positive relation between Online Trust and online
purchase intention.
3.3 Research Design
The research design is exploratory research. Researcher focus on investigating
and examining factors affecting students’ entrepreneurial intention and discovering
students’ awareness towards entrepreneurial career.
3.3.1 Type and Nature of Study
In this study quantitative method has been used and on based on a
comprehensive literature review, customer online purchase intention shopping
orientation factors such as brand orientation, impulse purchase orientation and quality
orientation. For primary data questionnaire has been formed and for the secondary
sources facilitator, website statistics and Google is used.
32. Psychographic Characteristics and Entrepreneurial Intention 24
3.4 Sampling Design
Most of the online shopper in Pakistan belongs to youth. A total of 400 post
graduate MBA students from two private sectors. We send them email and use
snowball procedure
We will choose 292 post graduate MBA students from two different private
universities. Because they are well knowing about the online internet purchasing. We
choose these two university because to reach easily and they are fulfilling the
requirement which we wants for our topic researches (ArunThamizhvanan and M.J.
Xavier, 2012) also use same size to research.
3.5 Instrument
Self-administered survey questionnaire is used as an instrument in that study.
This is an well-organized data collection mechanism to confirm relevancy and
consistency of information To measure impulse purchase intention, we use 3- items
scale, to measure quality orientation 2- items scale, to measure brand orientation 2 -
items scale develop by Gehrt et al. (2007) and Seock (2003). To measure online trust
we use 7- item scale develop by Chen and Barnes (2007) to measure prior online
purchase experience we use 3 item scale develop by Brunelle and Lapierre (2008) and
online purchase intention 5 items scale develop by Kim et al. (2004).
3.6 Procedure of Data Collection
The researchers are still using survey (Eriksson, 2008) for data collections. For
our research our method of data collection is by using Survey in which we will give
self-complied questionnaire to the students; as of questionnaire easy to fill and
understand by the students. We will visit two private management universities to fulfill
the requirements.
33. Psychographic Characteristics and Entrepreneurial Intention 25
3.7 Statistical Technique
The Statistical test analyses the data to reach the concluding result. The
researches mostly investigates to measure the relation between different variables of
online purchase intentions Regression, A-nova, Reliability test and Validity test, as past
researches identify the all aspects and testing techniques of finding and using test result
thus this these above test had been taken from the latest research (ArunThamizhvanan
and M.J. Xavier, 2012)
3.8 Possible Research Findings
The possible research findings could be that, prior online purchase experience ,
online trust and impulse purchase orientation have important impact on the intentions of
the customers as latest researches shows us this factor has been Clearfield earlier
(ArunThamizhvanan, M.J. Xavier, 2012).
34. Psychographic Characteristics and Entrepreneurial Intention 26
CHAPTER 4: RESULTS
4.1 Responsents’ Profile
The greater part of the online customers in Pakistan have a place with more
young age gatherings as per ISPAK report and they are discovered to be the large
clients of the web as indicated by the Com score study. Also, since understudies from
management colleges have persistent internet access gave by their institutions, they
became an ideal target take a look at for our study. The online review strategy was
picked as it had more points of interest over the capture study as far as contacting the
target example, time, cost and simplicity of report era. An aggregate of 400
postgraduate MBA understudies from two private business schools were welcome to
take part in this exploration through online overview by sending the connection to fill
the review on the web. Altogether, 292 reactions were gotten. The reaction rate for the
online survey was 73 percent which can be contrasted as comparable or more
noteworthy with the normal online poll reaction rate of 33 percent found in late research
studies (Shih and Fan, 2009). Out of 292 reactions, every one of them respondents had
shopped online and just those were asked to fill the inquiries focused around the
variables of the study. The respondents were told to recollect the late online buy
experience when they were filling in the inquiries on "online trust". In studies where
expansive difference (over 25 % Per cent) is relied upon near clarified, a sample size of
80 would be sufficient for a relapse model consuming up to 20 indicators (Field, 2005).
The sample size of over 30 is sufficient to suit the suspicions of ordinariness needed to
direct ANOVA. Thus, prepared 292 reactions (respondent) were viewed as sufficient to
do both the tests in our study. The profiles of 292 respondents who have shopped online
before were taken for the study and the rest were disposed of. The subtle elements of
35. Psychographic Characteristics and Entrepreneurial Intention 27
those respondents are spoken to in Table I. Around 70.2 per cent of the defendants were
male and 29.8 percent were female and 82 percent of the respondents were underneath
30 years old. There were almost 50 percent of respondents from each one level of
instruction to be specific, unhitched males and expert’s level.
Table 4.1
Descriptive Profile
Variables Categories Frequency M(X) S.D
Gender Male
Female
Total
205
87
292
1.2979 .45814
Age Group 25 years or less
26 to 30 years
226
61
1.2432 .46800
31 to 35 years
Total
5
292
4.2 Hypotheses Testing
After performing the regression analysis on the proposed hypothesis, which
consist of five independent variables such as brand orientation, prior online purchase
experience, online trust, Impulse purchase orientation, quality orientation one dependent
variable as online purchase intention, it was found that the relationship between all the
variables were statistically significant i.e.; less than 0.05, as denoted by the ANOVA
and Coefficients table.
The statistical model summary of the regression output illustrated that 73.1%
degree of correlation lies between independent and dependent variables. The linear
regression model of the proposed hypothesis was 53.5% sufficient as indicated by R
Square. This showed that there was approximately 53.5% variance elucidated by the
independent variables (online trust, brand orientation, prior online purchase experience,
Impulse purchase orientation, quality orientation) with regard to turnover intention. The
36. Psychographic Characteristics and Entrepreneurial Intention 28
statistical results predicted that there was less 50% variability between the variables.
Hypothesis testing clearly indicates the interpretation of the regression analysis of the
variables. Hence there was a direct relationship between the dependent and independent
variables and it assumed that no significant outliers exist in the statistical data. The
hypothesis proposed on the basis of the theoretical framework displayed a positive
Relationship in the regression analysis.
Table 4.1
Regression
Model R R Square Adjusted R
square
Std. Error of the
Estimate
1 .731a .535 .527 .543540
a. Predictors: (Constant), MEAN_QO, MEAN_IPO, MEAN_POPE, MEAN_BO,
MEAN_OT
ANOVAb
Model Sum of
Squares df Mean Square F Sig.
1 Regression 97.179 5 19.436 65.821 .000a
Residual 84.451 286 .295
Total 181.630 291
a. Dependent Variable: MEAN_OPI
b. Predictors: (Constant), MEAN_QO, MEAN_IPO, MEAN_POPE, MEAN_BO, MEAN_OT
37. Psychographic Characteristics and Entrepreneurial Intention 29
Coefficients
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .371 .199 1.867 .063
MEAN_IPO .083 .039 .090 2.127 .034
MEAN_BO -.039 .036 -.048 -1.073 .284
MEAN_POPE .123 .040 .135 3.059 .002
MEAN_OT .679 .061 .615 11.077 .000
MEAN_QO .060 .044 .070 1.358 .176
a. DependentVariable:MEAN_OPI
H1. There is a significant positive relation between online purchase intentions
and Quality orientation.
“Quality orientation” has no impact on purchase orientation as its p-value 0.176
(>.0.05). Therefore, H1 is also rejected. This is quite different from the finding of Gehrt
et al. (2007) that has done; quality orientations would definitely affect the customer
online purchase intention. The second unique distinction we find about Pakistani online
respondents is that he/she has no quality orientation, when it comes to intention to
purchase online. When compared to other countries as per prior studies, brand
orientation and quality orientation have no significant effect on the customer purchase
intention in Pakistan. It may be due to the fact that Pakistan student online shoppers are
seeking offers and great value price deals instead of getting oriented by quality.
H2. There is a significant positive relation between Brand orientation and online
purchase intentions.
The regression results fact out that brand orientation has no effect on purchase
intention as the p-value of s remains greater than 0.05. Hence, H2 is rejected. This is
contrary to the findings from the studies done in Western contexts which find brand
orientation positively influencing customer online purchase intention (Jayawardhena et
38. Psychographic Characteristics and Entrepreneurial Intention 30
al., 2007). We find the first distinction of the Pakistan online user that she/he has shown
not at all brand orientation whenever it comes to objective to buy online.
H3. There is a significant positive relation between Impulse Purchase
Orientation and online purchase intention.
The p-value of impulse purchase orientation (p-value 0.034) is fewer than the
cut off value of 0.05. Therefore, the research accomplishes that an impulse purchase
orientation has significant impact on the customer online purchase intention. Thus, H3
is accepted. This finding is consistent from the current literature in the Western context
by Zhang et al.(2007)which states that “impulse purchase shopping orientation “will
definitely affect the “customer online purchase intention”
H4. There is a significant positive relation between Prior Online Purchase
Experience and online purchase intention.
“Prior online purchase experience” H4 having a positive effect on the customer
buying intention was supported by the regression results as its p-value was less than
0.05. This is in concurrence with the research findings of Shim and Drake (1990) who
found that “prior online purchase experience” enhance customer purchase intention by
reducing uncertainties. Here too, we find no difference between online shoppers of
Pakistan and others as per the studies. This represents that in a Pakistan context too, as
indicated by prior studies in other geographies, customers who purchase online need to
have trust in the online web retailer; and prior online purchase experience seems to
positively affect online purchase intention.
39. Psychographic Characteristics and Entrepreneurial Intention 31
H5. There is a significant positive relation between Online Trust and online
purchase intention.
“Online trust” is found to have a major impact on the dependent variable
“customer online purchase intention” as the p-value was less than 0.05. There appears
no difference between the Pakistani consumer and the rest of the world as per available
studies in online trust as “online trust” has been found to be an integral component of
customer purchase intention in studies conducted abroad (McCole and Palmer,
2001;Ling et al., 2010). Hence, we find that our H5 is supported.
Hypotheses Assessment Summary
Table 4.2
Hypotheses Assessment Summary
Hypotheses Β Standard Error Outcomes
H1. There is a significant positive relation between
Quality orientation and online purchase intention. .060 .044
Not supported
H2. There is a significant positive relation between
Brand orientation and online purchase intentions. -.039 .036
Not supported
H3. There is a significant positive relation between
Impulse Purchase Orientation and online purchase
intention.
.083 .039
Supported
H4. There is a significant positive relation between
Prior Online Purchase Experience and online
purchase intention.
.123 .040
Supported
H5. There is a significant positive relation between
Online Trust and online purchase intention. .679 .061
Supported
40. Psychographic Characteristics and Entrepreneurial Intention 32
CHAPTER 5: CONCLUSION
5.1 Conclusion
Research indicated that Quality orientation, Brand Orientation were inversely
proportional to the online purchase intention but Prior online purchase experience,
Impulse purchase orientation, and online trust had a very strong relationship with the
Online purchase intention with respect to online buying.
Prior online purchase experience played a vital role for the online buying as it
was derived from various other dimensions. Since the prior online purchase experience
was an independent variable of the research, it showed that higher the prior online
experience leaded towards the high opportunities to buy online. It was found that the
young post graduate students which are more tilt towards the internet surfing and have
some experience was more keen to have interest in the online purchases. However,
Prior online experience, online trust and impulse purchase orientation contributed as the
factors behind online purchase intention and they had strong positive impact towards it.
It has been observed that online businesses in Pakistan were facing great
problems of online purchase intention; there were many reasons behind it.
The online business should work for the dimensions and factors behind the lack
of online purchase intention and they should watch the leakages that are discomfort the
online purchase intention there were many other attributes that regard to it but the
overall research proved the proposed hypothesis.
41. Psychographic Characteristics and Entrepreneurial Intention 33
5.2 Discussion
The core objective of this study was to examined the casual relationship online ,
impulse purchase orientation, quality orientation, brand orientation, prior online
purchase experience and online trust among the post graduates students on online
purchases in Pakistan after analysis of data the results proves the that two factors
(Quality orientations and brand) had insignificant relation with online purchase
intention and other three variables (prior online purchase experience, impulse purchase
orientation and online trust) had a important impact on online purchase intention with
regard to online shopping industry
5.2.1 Quality Orientation on Online purchase Intention
This research support that quality orientation has negative impact on online
purchase intention to leave result shows inverse relation because one unit increase in
Quality orientation is acquaintance with decrease in online purchase intention. This
result is reliable with the previous researches conducted in the past by Bellenger and
Korgaonkar (1980) found that one of the things that recreational customers have a
tendency to look into is quality when picking stores for shopping. In an internet
shopping connection, Gehrt et al. (2007) found that clients who search for diversion
online are altogether connected with quality.
5.2.2 Brand Orientation on Online purchase Intention
The study likewise showed that brand introduction with in online buy has a
reverse association with the online buy proposition. In web exchanges, clients use
trusted corporate and brand names set up of item data while obtaining online (Ward and
Lee, 2000).jayawardhena et al. (2007) have made from their study that there is a critical
impact of brand introduction on client online buy proposition.
42. Psychographic Characteristics and Entrepreneurial Intention 34
5.2.3 Impulse purchase orientation on Online purchase Intention
This paper likewise look into that former online buy experience has a crucial
part and positive effect on the online buy proposition which empowers the positive
effect on online buy plan as past study claims Online buys are still thought to be
hazardous contrasted with logged off retail buys (Laroche et al., 2005). In an internet
shopping environment, former online buy experience prompts the diminishment of
instabilities and inevitably prompts an increment in the client buy proposition (Shim and
Drake, 1990). Online customers who have purchased items online are more open and
slanted to shop online than others (Lee and Tan, 2003). Shim et al. (2001a, b) found that
past attractive online buy will prompt future online buy while past negative experience
will diminish
5.2.4 Prior online purchase experience on Online purchase Intention
This paper also research that prior online purchase experience has a vital role
and positive impact on the online purchase intention which enables the helpful impact
on online purchase intention as past study claims Online purchases are still considered
to be risky compared to offline retail purchases (Laroche et al., 2005). In an online
arcade environment, above-mentioned online acquirement acquaintance leads to the
abridgement of uncertainties and eventually leads to an access in the chump
acquirement ambition (Shim and Drake, 1990). Online customers who have bought
products online are more open and inclined to buy online than others (Lee and Tan,
2003). Shim et al. (2001a, b) found that accomplished satisfactory online acquirement
will advance to approaching online acquirement while accomplished abrogating
acquaintance will abatement online acquirement intention.
43. Psychographic Characteristics and Entrepreneurial Intention 35
5.2.5 Online Trust on Online purchase Intention
This research examine the online trust a significant impact on the online
purchase intention as they are directly proportional as far as online buying is concerns
we can verify it by providing the past investigation of this variable from differ
researches as Online assurance is a call if it comes to online arcade (McCole and
Palmer, 2001). Due to the chancy attributes of online shopping, assurance and
accident play cogent roles in ability online affairs (Pavlou, 2003). Trust contributes
positively towards the success of online transactions (Jarvenpaa and Tractinsky,
1999). Online trust requirements to be there, when private financial information and
personal data is shared while making a purchase. Online (Egger, 2006). Online
assurance is based on the acumen of the risks or allowances of the online transaction
(Teo and Liu, 2007).
5.3 Limitations
While conducting this research, as researchers we faced certain kinds of
limitation which somewhat affects the research. The first limitation doesn’t have
enough population. Targeting post graduate two ninety two students may not be
representative. Hence the finding may not be generalizable though internet savvy
students contribute to a major percentage of online shoppers in Pakistan. In future
study they can expand their geographical limitations. Second limitation faced was the
time limitation, was city that our research conduct can be representing Pakistan fully
but somehow researcher solves it. There was no uniform representation across
categories in the demographic variables considered for the study. In future studies, at
least on a broader level, sample should be chosen so that there is uniform
representation cross categories in the demographic variables.
44. Psychographic Characteristics and Entrepreneurial Intention 36
5.4 Implications
This analysis establishes that prior online purchase experience, online trust and
impulse purchase orientation have strong appulse on the chump acquirement intention.
The abstraction has implications to web retailers, business managers, internet marketers,
online vendors and web-shoppers in Pakistan. Web retailers and internet marketers
accurately will be capable to advance able and able web-shopping strategies to allure
new and abeyant web-shopping barter if they apperceive the determinants of
acquirement intention. Targeting the actuation acquirement acclimatization attributes of
Pakistani consumers, the online retailers could apply on cartoon the online shoppers
with adorable deals for a bound time. Online retailers could as well animate the one
time barter to acquirement afresh by alms appropriate discounts or offers as a accolade
for adherence in application the web website for purchase. As cited by above-mentioned
researchers, web retailers in Pakistan too should focus on accretion the online trust. This
can be done by assorted online assurance architecture measures like giving 30 day
money-back agreement on articles bought online, on time delivery, banknote on supply
transaction advantage and able 24/7 chump affliction alarm centremost to abode
complaints. The online retailers should as well accept accurate and accurate advice
about articles awash through their website all the time. Males accept added ambition to
boutique online could be activated able-bodied by the online retailers by announcement
added articles and accompanying advertisements targeting males in the population.
45. Psychographic Characteristics and Entrepreneurial Intention 37
5.5 Future Research Recommendations
The responses with prior online purchase experience are analysed while
abrogation those who accept no online acquirement experience. The acumen why some
Pakistanis who accept admission to acclaim agenda and net cyber banking ability shy
abroad from online retail arcade as well needs investigation. E-tailers in Pakistan are
aggressive with promotional appraisement offers added than any time before. The
acumen why superior and cast acclimatization is bush in Pakistan needs to be advised
by introducing new constructs like amount price, accessibility orientation, etc. Therefore
some acknowledging accent on aegis issues that has to be analysis as this agency is
important in this arena appropriately aegis affair may accompany assurance and
adherence to barter which are agog to acquirement online appropriately superior and
cast acclimatization will after-effect online purchases as aegis is a above affair in
Pakistan. They can cover professionals in their citizenry sampling.
46. Psychographic Characteristics and Entrepreneurial Intention 38
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orientationsand segmentation”, International Journal of Retail & Distribution
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48. Psychographic Characteristics and Entrepreneurial Intention 40
APPENDIX
SURVEY QUESTIONNAIRE
Dear Respondent,
We are doing BBA at Iqra University, Karachi, Pakistan. We are conducting a study
Customer perception on online purchase intention: The impact of online
shopping orientations on online buying intentions.. Through your participation, we
eventually hope to best understand these processes in organizations working in
Pakistan.
A brief questionnaire is enclosed with this letter, which asks a variety of questions
about your opinions/perceptions related to different aspects of your organization and
job. We are requesting you to participate in above cited study by answering the
attached questionnaire that will hardly take your 10 to 15 minutes.
Please, do not mention your organization or department, your name or your
signature on the questionnaire. No one will know whether you participated in this
study or not. Your responses will not be identified with your personality, nor will
anyone be able to determine in which organization you are. Whatever, you say on the
questionnaire will not, in any way, influence your present or future employment in
your organization.
If you have any questions or concerns about completing the questionnaire or about
participating in this study, you may contact me at ahras.rizvi@iunc.edu.pk. You can
also request for key research findings through same email address.
Thanks for your cooperation,
Sincerely,
S.AHRASHUSSAIN RIZVI
FARANSHEIKH
M.SHARIQ KHALID
Department of Business Administration.
Iqra University North Campus, Karachi, Pakistan.
Ahras.rizvi@iunc.edu.pk
49. Psychographic Characteristics and Entrepreneurial Intention 41
Survey Questionnaire
Please circle your desired response: For
example, if your response is 4 (Agree) than
make circle around 4 like this
StronglyDisagree
Disagree
NeitherAgreenor
Disagree
Agree
StronglyAgree
01 When my intention is to merely browse
through the web site, I sometimes make a
purchase
1 2 3 4 5
02 I am impulsive when purchasing
products/services online
1 2 3 4 5
03 When I purchase products/services
spontaneously from the web-retailer, I feel
relieved
1 2 3 4 5
04 It is important for me to buy online
products/services with well-known brand
names
1 2 3 4 5
05 When I shop online for products/ services,
I would prefer to buy a well-known brand
name.
1 2 3 4 5
06 I feel comfortable using online shopping
web sites
1 2 3 4 5
07 I am experienced with the use of online
shopping web sites
1 2 3 4 5
08 I feel competent of using online shopping
web sites
1 2 3 4 5
09 I was happy shopping online 1 2 3 4 5
4
50. Psychographic Characteristics and Entrepreneurial Intention 42
10 I was pleased shopping online 1 2 3 4 5
11 I was satisfied shopping online 1 2 3 4 5
12 I like shopping online 1 2 3 4 5
13 Online shopping web sites are a fit means
to buy products 1 2 3 4 5
14 The online retailer wants to keep promises
and obligations
1 2 3 4 5
15 The web site of this online retailer keeps
my best interests in mind. 1 2 3 4 5
16 The online retailer is trustworthy and
honest
1 2 3 4 5
17 The infrastructure of the web site of this
online retailer is dependable
1 2 3 4 5
18 Compared to other web sites offered, this
web-retailer is secure and reliable
1 2 3 4 5
29 The web site of this online retailer offers a
secured personal privacy
1 2 3 4 5
20 If a story in the media criticizes my
organization, I would feel embarrassed.
1 2 3 4 5
21 The availability of high quality
products/services provided by the web
retailer is very important to me
1 2 3 4 5
22 My standards and expectations from the
products/services I buy from a web
retailer are very high
1 2 3 4 5
51. Psychographic Characteristics and Entrepreneurial Intention 43
Please tick ( ) on appropriate choice
Gender: Male Female Organization: IQRA
Preston
Age: 25 years or less 26 to 30 years
31 to 35 years
36 to 40 years 41 to 45 years
more than 45 years
Comments:
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Thanks
