Mediation Analyses of Website Features On Online Purchasing Behavior

Abstract

With the growing numbers of digital natives, the businesses have increasingly shifted towards online business. Young adults between the age 16 – 35 years has been witnessed with more decision making power. Therefore it becomes imperative to find the factors that affect the online purchasing pattern of a young consumer. The target population of this study included young consumer. Data collection was done from University going students based on convenience sampling. A descriptive study was conducted with a sample size of N= 269, based on Base Model: Intention, Adoption and Continuation of Cheung et al., 2005. The results indicate that there exist a significant relationship between Peer Influence, Website Attractiveness and Website Services on Online Buying Behavior. It has also been analyzed that Website Services and Website Attractiveness mediates the effect between Peer Influence and Online Buying Behavior, hence showing partial mediation between the variables. This study contributes in understanding the relationship between Peer Influence and Online Buying behavior and how website attributes helps to attract consumers towards making final purchase. It also helps companies to devise strategies for effectively increasing their online sales. The contribution of this study is applying and finding the mediation impact of website features (website attractiveness and satisfaction) on base model of Cheung (2005) especially in Pakistani Context.