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Research Article

EEO. 2021; 20(5): 7164-7180

The Moderating Impact of Social Media Usage & Perceived Risk on the Relationship of Website Experience and Online Purchase Intention

Ubaid Amjad Shiekh, Atif Aziz.


The main purpose of the study was to analyze whether website experience factors vary purchase intention of consumers in the context of retail industry. The study model highlighted three different website experiences factors and their association with employee productivity. The study also highlights the moderating effect of social media usage and perceived risk on relationship between constructs. This research helps the marketing professionals working at all levels whose goal is to maximize the online sales and performance of the organizations by serving their customers successfully, the study would help predicting the consumer behavior and thereby considering the aspects that might be considered failures for all the stakeholders involved in online purchase. Once managed effectively, the financial performance of online retailers will raise. This research may be the start of the thought-provoking debate in Pakistani online retail sector asking the question whether or not the website experience can have a relationship with online purchase. In addition, how significant are roles of perceived risk, social media usage and perceived trust in determining the said relationship in the small yet increasingly expanding and evolving Pakistani e-retail sector. Last but not the least; based on the current available statistical data; the study might consider developing a scientific model or a framework in setting a right direction for the businesses or the economies interested in transforming their future growth through online purchase intention

Key words: Social Media, Online Purchase, Website Experience

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