Role of Young Consumers’ Perception in Purchase Intention Mediated by Attitude Towards Online Shopping

Abstract

This study examines the factors influencing an inclination of young customers in Pakistan to buy things online. Pakistan, a developing country with a significant number of young consumers, faces issues related to limited internet access and the variety of online information sources. Understanding the factors that affect purchase intentions and the importance of consumer perception is crucial for online retailers to successfully market their platforms and convert awareness into actual purchases. Information was collected from internet users in particular areas of Pakistan, such as Sukkur, Larkana, Hyderabad, and Mirpur Khas. Data was collected using a structured questionnaire. Statistical methods like descriptive statistics, correlation analysis, regression analysis, and Structural Equation Modelling were used to analyze the data and evaluate the study hypotheses. The study shows that the attitude of young customers towards internet shopping acts as a mediator between their perception and purchasing intentions. The questionnaire consisted of 57 items covering characteristics including Purchase Intention, Fashion Involvement, Price Consciousness, Value Consciousness, Past Experience (PE), and Attitude. The results show strong connections between variables, confirming six hypotheses and refuting three others.