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Investigating the Antecedents of Online Buying Behavior in the Digital Marketplace from the Perspective of Consumers
Arsalan Ahmed
Abstract:
The technological landscape has also entered in the contemporary society of Pakistan after 3G/4G inventions and become part of everyone’s life which compelled advertisers to consume internet and social media platforms for achieving their marketing objectives. Therefore, the study was designed to evaluate determinants associated with online buying behaviors of consumers. The population of this study was comprised of students of BZU and USP Multan and a total of 104 respondents participated in the survey which were selected through purposive sampling technique. Questionnaire was used as instrument and data was collected online from the participants. The results divulged that consumers go for online buying, but they consider brand image to get reliable products. Although, phenomenon of online buying got popular with passing time, but respondents were concerned with the risk when buy something from online platforms. Furthermore, the study has predicted relationships of brand image, convenience, perceived usefulness, online reviews and perceived risk with online buying behavior of consumers which have been approved with application of Chi-square and bivariate correlations among antecedents.
Keywords:
Online buying behavior, new media advertising, perceived risk, technology acceptance model, t-marketing
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