Abstract:

This paper endeavors to recognize the customer perception on online purchase intention among the youth of Pakistan. 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 responses got from the online study. The exploration made that impulse purchase orientation; prior online purchase experience and online trust have the positive effect on the customer purchase intention. Males are found to have more intention to shop online than females 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.

Keywords: