Navigating Consumer Intent: The Power of Attitude and Social Influence In Pakistan's E-Commerce
DOI:
https://doi.org/10.61506/Keywords:
consumer behavior, social influence, e-commerceAbstract
This study investigates consumer behavior in Pakistan's e-commerce sector through the lens of the Theory of Planned Behavior (TPB). It examines the impact of three key variables—attitude, subjective norms, and perceived behavioral control—on online purchase intentions. Using a quantitative research methodology, data was collected from 356 participants in Pakistan, focusing on their e-commerce habits and decisions. The findings reveal that attitude and subjective norms significantly influence purchase intentions, while perceived behavioral control has a lesser effect. This research fills a gap in the literature on TPB's application in Pakistan's growing e-commerce industry, providing insights for marketers and businesses seeking to optimize customer engagement and conversion in digital marketplaces. The study also emphasizes the need for enhancing consumer perceptions of ease and control in online shopping to foster stronger purchasing behavior.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79.
Assael, H. (2005). Consumer behavior: A strategic approach. Dreamtech Press.
Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11), 3045.
Dakduk, S., ter Horst, E., Santalla, Z., Molina, G., & Malavé, J. (2017). Customer behavior in electronic commerce: A Bayesian approach. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 1-20.
Dalila, D., Latif, H., Jaafar, N., Aziz, I., & Afthanorhan, A. (2020). The mediating effect of personal values on the relationships between attitudes, subjective norms, perceived behavioral control, and intention to use. Management Science Letters, 153-162.
De Klerk, N. (2020). Influence of status consumption, materialism, and subjective norms on generation Y students’ price-quality fashion attitude. International Journal of Business and Management Studies, 12(1), 163-176.
Fauzi, R. U. A., Juliana, J., Djakasaputra, A., Pramono, R., Antonio, F., & Purwanto, A. (2021). The role of attitude, subjective norms, and usefulness on e-commerce intention and behavior. Academic Journal of Digital Economics and Stability, 11, 55-72.
Fortes, N., & Rita, P. (2016). Privacy concerns and online purchasing behavior: Towards an integrated model. European Research on Management and Business Economics, 22(3), 167-176.
Gangwal, N., & Bansal, V. (2016, April). Application of decomposed theory of planned behavior for m-commerce adoption in India. In International Conference on Enterprise Information Systems (Vol. 3, pp. 357-367). Scitepress.
George, J. F. (2004). The theory of planned behavior and internet purchasing. Internet Research.
Hajli, N., & Lin, X. (2014). Exploring the security of information sharing on social networking sites: The role of perceived control of information. Journal of Business Ethics, 133(1), 111-123.
Hsu, S. L. (n.d.). The study of consumers’ intention to purchase in unmanned stores.
Jouda, H., Abu Jarad, A., Obaid, T., Abu Mdallalah, S., & Awaja, A. (2020). Mobile banking adoption: Decomposed theory of planned behavior with perceived trust. SSRN Electronic Journal.
Kashif, M., Zarkada, A., & Ramayah, T. (2018). The impact of attitude, subjective norms, and perceived behavioural control on managers’ intentions to behave ethically. Total Quality Management & Business Excellence, 29(5-6), 481-501.
Kassim, K. A., Arokiasamy, L., & Isa, M. H. (2016). Application of theory of planned behavior to predict consumer intention to purchase safer cars. Proceedings of Academics World 28th International Conference, Tokyo, Japan, 28th March 2016, ISBN: 978-93-85973-72-7.
Lasut, K. A., Tulung, J. E., & Pandowo, M. H. (2022). The influence of attitude, subjective norm, and perceived behavioral control on customers’ intentions towards sustainable behavior (Study on Bank SulutGo Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 226-236.
Naushad, M. (2021). Investigating determinants of entrepreneurial leadership among SMEs and their role in sustainable economic development of Saudi Arabia. The Journal of Asian Finance, Economics and Business, 8(4), 225-237.
Puriwat, W., & Tripopsakul, S. (2022). Consumers’ attitude towards digital social responsibility: Impacts on electronic word of mouth and purchase intention. Emerging Science Journal, 6(1), 64-74.
Rachbini, W. (2018). The relationship of attitude, subjective norm, perceived behavioral control on halal food purchasing behavior in Jakarta. IOSR Journal of Business and Management (IOSR-JBM), 20(1), 28-37.
Setyawan, A., Noermijati, N., Sunaryo, S., & Aisjah, S. (2018). Green product buying intentions among young consumers: Extending the application of theory of planned behavior. Problems and Perspectives in Management, 16(2), 145-154.
Siahaan, A., & Thiodore, J. (2022, January). Analysis influence of consumer behavior to purchase organic foods in Jakarta. In 6th International Conference of Food, Agriculture, and Natural Resource (IC-FANRES 2021) (pp. 57-65). Atlantis Press.
Tariq, J., Sajjad, A., Usman, A., & Amjad, A. (2017). The role of intentions in Facebook usage among educated youth in Pakistan: An extension of the theory of planned behavior. Computers in Human Behavior, 74, 188-195.
Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 4.
