Institute of Business Management

Independent Study

“Factors influencing the consumer purchase intention of Daraz.pk in Pakistan”

Submitted by:
Syed Ali Mehdi
Amna Khanum
Nile Abdullah Zafar

Student ID:

An independent Research Study submitted to the

Department of Marketing, Faculty of Management Sciences

In partial fulfillment of the requirements for the course of

Independent Study – Management Science

Supervised by:

Dr. Sufyan Ramish

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 Table of Contents
CERTIFICATE OF STATEMENT.........................................................................................................5

Abstract:..................................................................................................................................................6

1. Chapter 1: Introduction...................................................................................................................7

1.1 Introduction:............................................................................................................................7

1.2 Background:............................................................................................................................7

1.3 Problem Statement:.................................................................................................................8

1.4 Research Questions:................................................................................................................9

1.5 Objectives:.............................................................................................................................10

1.6 Gaps and Contribution:.........................................................................................................11

1.7 Scope and Delimitation:........................................................................................................11

1.8 Brief Methodology:...............................................................................................................12

1.9 Structure of the Research Study:...........................................................................................12

Chapter 2: Literature Review................................................................................................................14

2.1 Introduction:..........................................................................................................................14

2.2 Grounding of Conceptual Framework:..................................................................................14

2.2.1 Customer Purchase Intention:...........................................................................................14

2.2.2 Consumer Perceived Convenience:...................................................................................15

2.3 Conceptual Framework:........................................................................................................17

2.3.1 Consumer Perceived Convenience and Customer Purchase Intention:.............................18

2.3.2 Consumer Perceived Value and Customer Purchase Intention:........................................19

2.3.3 Customer Service Quality and Customer Purchase Intention:..........................................19

2.3.4 Online Customer Review and Customer Purchase Intention:...........................................20

2.3.5 Social Media Influencer and Customer Purchase Intention:.............................................20

2.3.6 Consumption Risk and Customer Purchase Intention:......................................................21

2.4 Summary:..............................................................................................................................21

Chapter 3 Methodology.........................................................................................................................22
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 3.1 Introduction:......................................................................................................................22

3.2 Research Design:...............................................................................................................22

3.2.1. Population:.....................................................................................................................22

3.2.2. Sample Size:..................................................................................................................23

3.2.3. Sampling Technique:.....................................................................................................23

3.2.4. Instrument:.....................................................................................................................24

3.2.4.1. Consumer Perceived Convenience Scale:.................................................................24

3.2.4.2. Consumer Perceived Value Scale:............................................................................25

3.2.4.3. Customer Service Quality Scale:...............................................................................25

3.2.4.4. Online Customer Review Scale:................................................................................25

3.2.4.5. Social Media Influencer Scale:..................................................................................26

3.2.4.6. Customer Purchase Intention Scale:..........................................................................26

3.2.4.7. Consumption Risk Scale:..........................................................................................26

3.2.5. Data Collection Procedure:...........................................................................................26

3.2.6. Data Analysis Method:..................................................................................................27

3.2.7. Reliability and Validity:................................................................................................27

3.2.7.1. Reliability:.................................................................................................................27

3.2.7.2. Validity:.....................................................................................................................28

3.2.7.3. Exploratory Factor Analysis (EFA):.........................................................................28

3.2.7.4. Descriptive Statistics:................................................................................................28

3.2.7.5. Correlations analysis:................................................................................................29

3.2.7.6. Regression Analysis:.................................................................................................29

3.3 Summary:..........................................................................................................................30

CHAPTER 4: RESULTS.....................................................................................................................31

4.1. Introduction:......................................................................................................................31

4.2. Respondents’ Profile:........................................................................................................31

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 4.3. Descriptive Statistics:........................................................................................................32

4.4. Reliability of the constructs:..............................................................................................32

4.5. Exploratory Factor Analysis (EFA):.................................................................................33

4.6. Correlation:........................................................................................................................34

4.7. Overall Model Regression Test:........................................................................................35

4.8. Consumer Perceived Convenience:...................................................................................36

4.9. Consumer Perceived Value:..............................................................................................36

4.10. Customer Service Quality:............................................................................................37

4.11. Online Customer Review:.............................................................................................37

4.12. Social Media Influencer:...............................................................................................38

CHAPTER 5: DISCUSSION AND CONCLUSION............................................................................39

5.1 Discussion:............................................................................................................................39

5.1.1 Hypothesis H1:..............................................................................................................39

5.1.2 Hypothesis H2:..............................................................................................................39

5.1.3 Hypothesis H3:..............................................................................................................40

5.1.4 Hypothesis H4:..............................................................................................................40

5.1.5 Hypothesis H5:..............................................................................................................40

5.1.6 Hypothesis H6:..............................................................................................................40

5.2 Implication for Managers and Policy Makers:......................................................................41

5.3 Limitation and Future Research............................................................................................41

5.4 Summary...............................................................................................................................42

Bibliography..........................................................................................................................................43

Appendix I: Questionnaire:...................................................................................................................50

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 CERTIFICATE OF STATEMENT

I hereby certify that this independent research study constitutes my own product of work,
where the language of others is set forth, quotation mark so indicates, and that appropriate
credit is given where I have used the language, idea, expression or writing of the others.

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Abstract:

This paper consists of an extensive study on consumer behavior related to online shopping
experiences of customers on Daraz.pk platform in Pakistan. The study holds deep review of
Literature and studies conducted in past which shows the impact of various factors on
customers buying intension which includes: Consumer Perceived Convenience, Consumer
Perceived Value, Customer Service Quality, Online Customer Review, Social Media
Influencers, and Consumption Risk on Customer Purchase Intention.

By combing the insights of various researches, in this paper a Conceptual framework is

constructed which shows the correlation and connection of mentioned independent variables
(i.e., Consumer Perceived Convenience, Consumer Perceived Value, Customer Service
Quality, Online Customer Review, Social Media Influencers, and Consumption Risk) with
dependent variable (i.e., Customer Purchase Intention). Different hypotheses are formulated,
which explains that the study aims to have significant effect on each construct and affects the
effectively.

In this research only the customers were targeted which were using Daraz.pk as shopping
platform and also resident of Pakistan. The variables selected for the result were observed in
cause and effect manner. Psychological factors were not employed in this research. Further
dimensions of Social influencers need to be worked on. The variables taken are discussed in
detail to observe the extent to which they are important for the purchase intentions. Further
research needs to be carried out to learn the impact on purchase intention of customers within
the same time frame and also in different time frames.

The finding of this study not only be helpful for understanding the variables but also provide
the valuable contribution to map the e-commerce activities for future. Influencing the buyer’s
intention to purchase, this study is helps for contributing in practical working for further
working and to strategize the digital industry.

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1. Chapter 1: Introduction

1.1 Introduction:

The research we have conducted is discussed in brief in this chapter with its background
study as well. The brief includes research questions, methodology, scope, objectives,
Existing literature and limitations or gaps in this study which will be helpful for future
researchers. The chapter serves a base of our research with a plot that guides the researchers
in the suitable direction.

1.2 Background:

Covering Pakistan population using Daraz.pk different researches are conducted previously
which shows that various factors are involved that influence the intention of consumer
purchase habits, one of major habit is behavior of the people as huge percentage of
population are shifting towards online shopping from traditional shopping (Saleem et al.,
2022). In first quarter of 2024, 47.5% of the Pakistan’s population are all internet users
which is almost equals to 111.0 million as mentioned in report by Meltwater (Kemp, 2024).
In a world of e-commerce Pakistan ranks 51 st with a prediction of revenue of US$2,851.6
million as per report by ECDB which is a specialized analytics company (ECDB, 2024).
Currently online purchase has been the most suitable and easy way for consumers to
purchase while being anywhere in the world (Khan et al., 2019). Online shopping is day by
day growing every passing year and is also leading all over the world (Ahmed, 2020).

Awareness of online purchasing is increasing day by day in 2021 as per report Pakistan has
scored 46th largest rank in e-commerce with production of US $4.2 billion income through it
(Ali et al., 2022). There are various online shopping platforms formulated nowadays, people
of Pakistan prefer daraz.pk mostly since its establishment in 2012 for online purchases due to
their opportunities provided for customers as well as vendors for online stores (Jahidul &
Sunil, 2023). They deliver goods right to your door and more than 300 brands are covered in
the section on clothing and fashion of Daraz.pk (Madni et al., 2024). In our study, we will
explain the impacts of some factors that are influencing the consumer purchase intention of
Daraz.pk by conducting the research in Pakistan, the study will examine the Negative and

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positive attitudes of the consumer purchase intention towards online shopping from Daraz.pk
in Pakistan.

People in Pakistan are now more interested to purchase things online rather than going for
traditional shopping in markets physically but different people have different perceptions for
online platforms (Khan et al., 2021). Daraz.pk is one of the biggest online platforms in
Pakistan and also links 10,000 sellers with millions of online customers with easily reach to
more than 10 million products (Ahmed, 2020). Daraz.pk vendors face problem to understand
the consumer purchase intention that resulted in a very low conversion rate and they aim to
research for exploring key factors that influence e-commerce purchase intention among
Pakistani consumers thus enabling the e-commerce businesses to make significant
modifications to attract consumers to conduct online shopping (Jahidul & Sunil, 2023).

We have evaluated in previous studies that retaining the customers and also side by side
attracting or engaging the new customers by targeting their needs with cost effective
strategies as major concern of the customer arises is of cost during any purchase and having
Internet, they have huge ground to compare the product with others easily (Liew & Falahat,
2019). From some previous research finds, it is to be noted that the factors influencing
consumers purchase intention while buying things from online are Consumer Perceived
value, Consumer perceived Convenience, Consumption Risk, Customer Service quality,
online customer review and social media influencers are crucial, which will be the prime
focus of this study.

1.3 Problem Statement:

In emerging economies there is a trust issue between consumers and online sellers,
consumers are skeptical about online sellers because consumers are not sure what would
actually, they get instead of what they have ordered online (Imtiaz et al., 2020). Consumer
purchase intention of Daraz.pk is negatively affected due to an increase in fraudulent
activities during online purchases of various products in different categories. Therefore,
studying factors like customer perceived value, social media influencers, online customer
reviews, and its impacts on consumer purchase intention towards online shopping from
Daraz.pk.
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1.4 Research Questions:

Increasing the Consumer Perceived Value with understanding their influence on others is a
critical challenge for all the online industry and perceived value is the major factor for every
customer which majorly affects the purchasing decision process (Yeh et al., 2011). Purchase
intention is a factor that can evaluate the chances of customer to buy the product, the more
the purchase intention will be the more will be the interest of customer in subjected product
(Yeh et al., 2011). Companies should concentrate on growth and also keeping trust and
positive attitude of their brand towards the customers to retain long tern purchase intention of
customers (Wang et al., 2023; Wang & Yang, 2008; Wells et al., 2011).

There are three methods as evaluated which could be used to add value for the customer’s
interest in buying which are product discounts, quality and no extra/hidden charges added in
bill, this is the convenience for the customers which should be considered before launching
of products (Pham et al., 2018). Basically, purchase intention is an act of decision making
through which customers evaluate and get attracted towards brand by their own choice
(Akbar et al., 2023; Zhu, 2010).

The interconnection between the purchase intentions, service quality and customer
satisfaction is affected by the post purchase experience of customer, it has an important link
between purchase intention and satisfaction by customer after receiving of goods. This is also
supported by the concept of Reasoned action which says that the intention of customer is
primarily influenced by their attitudes (Arshad, 2014).

There is an indirect effect of perceived service quality on purchase intention through

customer satisfaction, which gets stronger with increase or decrease of customer’s love
towards the brand (Liao et al., 2022). A good service quality greatly impacts the profits of
industry by increasing the market share, loyalty of customers and their purchase intention
(Alharthey, 2019). Whenever the customer is deciding to purchase any product online, they
firstly review the site and search for reliable information regarding the brand/website they are
using, with the passage of time and advancements of technology online-customer reviews is
used as vital tool for evaluating the product/brand quality (Akbar et al., 2023).

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Whenever the customer is making up mind to purchase a product, they characteristically seek
reliable information. With the development of the Internet, OCR has become an essential tool
for evaluating the quality of a product (Madni et al., 2024).

There are three major aspects which are, quality oriented on-line reviews have a major
positive effect on purchase intention, intention of purchasing increases as the number of
reviews increases of on-line feedbacks and customers interest to purchase lack when the
quantity of on-line reviews is low (Park et al., 2007).

It is the known fact that the influencer has the significant expertise in their domain that they
easily influence customer’s attitudes towards brands as their advertisement regarding any
brand or product is more likely to be accepted by the audience (Al-Mu'ani et al., 2023).

It is also seen that when consumption risks are mostly low the consumers feel so relaxed and
confident in making purchases from online platform (Wang et al., 2023).

Following are the research questions which we have developed on basis of above mentioned
study:

Q.1What is the effect of Consumer Perceived value on consumer purchase intention?

Q.2 What is the effect of Consumer perceived Convenience on consumer purchase
intention?
Q.3 What is the effect of Customer Service quality on consumer purchase intention?
Q.4 What is the effect of online customer review on consumer purchase intention?
Q.5 What is the effect of social media influencers on consumer purchase intention?
Q.6 What is the effect of consumption Risk on consumer purchase intention?

1.5 Objectives:

Following are the research objectives which are formulated on the basis of research questions
and hypotheses:

1. To find out the effect of Consumer Perceived value on consumer purchase intention

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 2. To find out the effect of Consumer perceived Convenience on consumer purchase
intention
3. To find out the effect of Customer Service quality on consumer purchase intention
4. To find out the effect of online customer review on consumer purchase intention
5. To find out the effect of social media influencers on consumer purchase intention
6. To find out the effect of consumption Risk on consumer purchase intention

1.6 Gaps and Contribution:

In past researches we have seen the impact of Quality of services provided on image of brand
and customer satisfaction while they lack covering the other aspects like perceived risk,
perceived value, experience value etc. Also, a complete inter-relation of these variables is
lacked previously (Liao et al., 2022). Earlier studies also have broadly discovered the impact
of individual factors such as Consumer Perception, Online Customer Review, Social Media
Influencers, Consumption Risk and Customer Service Quality on Customer Purchase
Intention (Lim et al., 2017). But there remains a notable gap in the literature regarding their
collective influence within the context of Daraz.pk. Addressing this gap will provide a
comprehensive understanding of how these factors collectively affect consumer purchase
Intention on the Daraz.pk platform. In previous studies the researchers focused on descriptive
and linear regression and didn’t compare the results further with other demographics (Al-
Ansi et al., 2023)

1.7 Scope and Delimitation:

The prime focus of our study is the people using Daraz.pk as a platform to purchase the
products online and also, we covered the customers who lives in Pakistan to target small
segment of customers. After evaluating previous studies, we have covered following
variables in our study to get the more accurate results which are Consumer Perceived
Convenience, Consumer Perceived Value, Customer Service Quality, Online Customer
Review, Social Media Influencer, Consumption Risk and their impact on the dependent
variable which is the Customer Purchase Intention as mentioned in our framework as well. In
this study we have only evaluated the direct relations of independent variables with
dependent variables no mediating or moderating effect is studied in this research.

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1.8 Brief Methodology:

In this study we have formulated a conceptual framework, research questions, objectives,

research hypotheses on the basis of past literatures review which we will be discussing with
brief in chapter 2. The methodology of this study is positivist approach, using quantitative
research method for accuracy and used statistical tool for analysis of data. A deductive
approach is being used in this study, firstly with help of different theories hypotheses are
formulated, which are then tested by conducting survey-based research using a questionnaire
which is linked in Appendix I as supporting document of this study. Sampling technique used
is convenient sampling, which is nom-probability sampling technique in which audience is
selected by researchers on basis of easily accessible not through random selection. This study
targets all internet users in Pakistan specifically those who use Daraz.pk for their online
purchasing activities. As per calculation using a rule of thumb we should be covering sample
size of at least 150 responses.

Data analysis is also performed using statistical tool covering descriptive statistics, reliability
testing, validity through Kaiser-Meyer-Olkin (KMO) values, study relationship between the
variables through correlation analysis and to test the hypotheses through regression analysis
while the scale used in our study is Likert scale.

In final chapter, Results are discussed through regression analysis, which provides relation of
all variables and their effect on Consumer buying intentions on Daraz.pk. Then these results
have been discussed in relation with current literature and previous frameworks.

1.9 Structure of the Research Study:

This research is comprising to five Chapters, which are summarized as below:

Chapter 1 is complete outline of the research, it covers the study’s foundation, research
questions, objectives, scope, identified gaps and most importantly our significant
contribution towards this study.

Chapter 2 explains all the Literature review regarding our study. Explaining all variables
individually and then also drawing attention towards the relation of variables with each other
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as per our framework. This part helps to formulate the hypotheses and the prime relation of
the variables with each other.

Chapter 3 consist of whole research methodology. It explains the type of research being
conducted and the approaches adopted to sum-up this study. Also, it provides brief details
about the target population, techniques used for sampling, sample size, using of tool for data
collection, methodology used, and analysis tools.

Chapter 4 is the most important part of this study as it holds all the finding of the study
conducted. This part has the numerical data which is used to further support or reject the
hypotheses formulated for this study.

Lastly, Chapter 5 it provides a complete descriptive conclusion of previous chapter. It

explains the results and discussed the numeric values. It also discusses the implications,
future recommendations and also facilitate in making decisions related to the subjected study.
This chapter also provides the limitations and gaps arises in this whole study which will be
helpful for future researcher to work on.

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Chapter 2: Literature Review

2.1 Introduction:

In this chapter a detailed discussion is made regarding the variables used in framework. All
previous researches are evaluated and analyzed in this part to get a clear picture regarding the
study for accurate results. All observations, suggestions, results, etc. given in previous
researches are summarized in this part covering similar topic with different demographics,
situations, etc. The relation of the variables as per out framework is also discussed in this part.
The theory of Ajzen regarding Planned foundation theory explains our framework. As per this
theory purchase intention of consumers is determined by their behavior and attitude.
Consumer Perceived Convenience, Consumer Perceived Value, Quality, feedbacks, Social
Media Influencers and Consumption Risk act as factors affecting the attitudes or behavior of
consumers, which indirectly influences Purchase Intention (Ahmed, 2020).

2.2 Grounding of Conceptual Framework:

In this section a Conceptual framework is developed consisting Independent and dependent

variables, which are also discussed individually and in relation with each other in this section
(refer to figure 1).

2.2.1 Customer Purchase Intention:

In recent studies it is discussed that it is very significant to understand the factors that affect
customer purchase intentions in context with inline platforms (Hasan et al., 2021). The
increase of brand awareness by promising and valuable advertising content towards
consumers these efforts are majorly supporting increase of customer mindset towards brand
with increase of purchase intention (Patmawati & Miswanto, 2022)

Many studies have shown different factors like trust, perceived risk, social influence, etc.
which can significantly affect the consumer’s intention to purchase any product online (Ali et
al., 2021). For consumer’s inner satisfaction is a behavior, which leads to choose of customer

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as per their previous experiences which majorly affects the consumer’s purchase intention
(Jahidul & Sunil, 2023).

The consumer’s trust is the major issue in case of any online purchase, as in traditional shop
purchase the consumer ask their concerns directly with sales person present their while
during online people face problems regarding addressing of their issues or concerns (Khan et
al., 2019). During purchase of any product the consumer can easily gather all basic
information regarding the alternatives & cost comparison which helps them to make better
choice before purchasing (Ahmed, 2020).

2.2.2 Consumer Perceived Convenience:

Convenience for customer is basically the most advantageous situation for the customer
which is the critical factor that influences the behavior of customer in online shopping world
(Ylilehto et al., 2021). Major studies previously covered the significance factors like website
usage, fast deliveries, no extra policies or charges and a good return policy, all these factors
are liked by customer and sounds convenient for them (Chowdhury, 2023).

Recalling any brand by customers are the convenience of consumers in particularly

memorizing the brand and also recommending it to others (Patmawati & Miswanto, 2022).
Online working platforms should be working eagerly on customer’s convenience which can
be achieved by reducing the time of delivery and simultaneously increasing the product
quality (Jahidul & Sunil, 2023).

2.2.3 Consumer Perceived Value:

Perceived value plays a vital role while consumer making any decision regarding any
purchase majorly in online shopping (Dhaigude & Tapar, 2015).
Consumers before purchasing or ordering, they evaluate the perceived value by various
factors likes quality, price, reputation of brand and customer services provided by them
(Zeithaml, 1988).
Also, some studies have been made which proved that offering discounts, promotions and
good recommendations can enhance perceived value and also increase purchase intention
(Santini et al., 2015).

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 Perceived value majorly influences the intention of consumers especially on online e-
commerce platform (Wu & Huang, 2023).

2.2.4 Customer Service Quality:

High quality service provided to customer is very essential part of building the customers
trust and their loyalty towards our brand (Rane et al., 2023). In previous researches the
important factors like reliability, empathy, concern resolving and delivering services are
covered as major part in providing service quality (Vu, 2021).

Many studies have been contributed in showing a positive dealing with customer service
representative can primarily impact the consumer’s perception which leads to influence their
intention to purchase, this could only be successful if the quality of dealing provided by the
representative is good towards consumer (Maxham, 2001).

The positive affect is greatly observed in consumer’s purchasing intention when they are
satisfied by the quality services provided to them (Yu, 2023)

2.2.5 Online Customer Review:

Online customer reviews (OCR) have nowadays become a great influence in changing
consumer’s purchasing decision (Khan et al., 2021). The factors which greatly impact the
reviews are volume of review, valence of review showing either positive or negative,
credibility and expertise of reviewer (Akbar et al., 2023).

Many valuable studies have been reported that says that the positive reviews always increase
the credibility and trust of customers towards our brand and negative or bad reviews can
leads to loss of customers and reduction in sales (Lou & Yuan, 2018).

As per latest technology modification during meta-analysis it is evaluated that online reviews
have significantly been helpful for the customer to make up their mind for buying any
product (Jain et al., 2023)

2.2.6 Social Media Influencer:

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Nowadays social media has taken a great hype where influencers are emerging powerful
personalities in giving their opinions regarding many products which is then followed by
their fans and followers (Duffy, 2020)

The influencers are using marketing strategies to engage consumer, make brand awareness
and get purchase intention of the population (Patmawati & Miswanto, 2022). Effectiveness of
influencers campaigns can only be achieved if they have a good credibility, relevance and
engagement with their followers (Leung et al., 2022). The motive of influencers in current
era is to target the youth in influencing their buying perception (Croes & Bartels, 2021).

Any recommendations made by any colleague, influencer, family, etc. is very valuable for
the person and it changes the customer decision on basis of their reviews provided (Kwiatek
et al., 2021)

2.2.7 Consumption Risk:

Risk of consumption is basically an uncertain act that make occur after negative scenarios
that customer faced while purchasing any product (Aljazzazen & Balawi, 2022). Customers
feel hesitant and reluctant while making purchases due to risk factor in online buying, they
face fear of getting low quality product or get into any fraud act (Aziz & Wahid, 2018).

The risk factor includes many concerns like quality, security of personal and financial
aspects, reliability, authenticity and difficulties faced in returning and refunding of products
(Imtiaz et al., 2020).

Various factor such as habits, cultural activities and difference of choices may cause risk in
making purchase decisions of any new product, and through which fear arises that if the
product turns out costly or low quality (Šostar & Ristanović, 2023)

2.3 Conceptual Framework:

As per framework the variables constructed from the Literature review are, the independent
variables; Consumer Perceived Convenience, Consumer Perceived Value, Customer Service
Quality, Online Customer Review, Consumption Risk & Social Media Influencer. Customer

17
purchase intention as dependent variable. Below mentioned is the diagram showing the
conceptual framework:

Consumer Perceived
Convenience

Consumer Perceived Value

Customer Service Quality Customer purchase

intention
Online Customer Review

Consumption Risk

Social Media Influencer.

Figure 1 Conceptual Framework

2.3.1 Consumer Perceived Convenience and Customer Purchase Intention:

There is a strong positive association between the Consumer Perceived Convenience and
Customer Purchase Intention in context of online shopping platform (Wang et al., 2023)

Customers feel satisfied while buying online with passage of time and their convenience,
with passing days there is huge shift of consumers from traditional shopping to online
shopping in worldwide but for this Pakistan is 2 nd slowest country due to bad experiences of
the consumers and also privacy concerns with payment security issues (Khan et al., 2019).

Online buying people not only expects the satisfaction while buying any product but they
also require the convenience and enjoyment provided to them while buying of any product,
this should be considered with the other factors simultaneously (Wu & Huang, 2023).

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Some effective dimensions are suggested for consumer convenience which are after delivery
services, accessibility of information, payment methods and searching of data easiness
(Chellaiah, 2024)

H1: Consumer perceived Convenience has a significant impact on consumers’ purchase

intention.

2.3.2 Consumer Perceived Value and Customer Purchase Intention:

As evaluated perceived value is the thin line between assessment of all the benefits of
purchasing and cost the brand is offering against their competitors (Widyanto & Saleh, 2020)

Customers of current era are very smart and educated in terms of evaluating which brand is
valuable (Arshad, 2014). Consumers’ perception regarding value is quality or benefits of
product at low cost (Liew & Falahat, 2019). Perceived value is always focused towards cost,
mobility and preferable brand (Wang et al., 2023). Perceived value plays vital role in creating
needs of products in mind of target consumers (Pham et al., 2018)

Recently studies are conducted in which it is seen that the online platforms like Dara.pk is
more likely to be used by the population when they start receiving perceive benefits such as
product quality, features, price, time, and effort (Madni et al., 2024).

Offering a good pricing and quality with additional benefits as well directly affects the
decision of customer of purchasing goods (Patmawati & Miswanto, 2022)

H2: Consumer perceived Value has a significant impact on consumers’ purchase

intention.

2.3.3 Customer Service Quality and Customer Purchase Intention:

The connection between the quality service and intention to purchase may vary depending
upon the industry and context used, as recently highlighted that the importance of quality
service is their attitude and behavior (Wells et al., 2011).

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Almost all studies have shown the positive relation of quality service with the intention of
purchasing which leads to satisfaction, loyalty and repeat of purchases (Alharthey, 2019;
Arshad, 2014; Chowdhury, 2023).

The impact of quality services on purchase intention only gets affected by the change of
brand reputation (Maxham, 2001).

H3: Customer service Quality has a significant impact on consumers’ purchase intention.

2.3.4 Online Customer Review and Customer Purchase Intention:

Customers rely greatly on online reviews and feedbacks after the hype of e-commerce and
latest technologies (Zhu, 2010). Customers belief that the online reviews are the proof which
provides guarantee to them that the subjected product is valuable to buy or not (Park et al.,
2007).

The platforms or sites have high quantity of positive reviews get attracted by the consumer
and thus generate more sales (Aziz & Wahid, 2018). Maintaining positive online reviews is
also a task as any of the negative feedback may cause the consumer to get in doubt before
buying of any goods (Chellaiah, 2024).

People also be vigilant before buying as they review that site and evaluate the quantity and
quality of reviews before placing any order, for such scenarios many of the competitors
create fake negative feedbacks for their competitors to make their customers get reduced
(Croes & Bartels, 2021)

H4: Online Customer Review has a significant impact on consumers’ purchase intention.

2.3.5 Social Media Influencer and Customer Purchase Intention:

Social media influencers play a vital role in making the audience to get to know about the
brand and make their purchasing decision change as per their reviews (Patmawati &
Miswanto, 2022). Various factors are considered in this scenario as well which are
influencers credibility, relevance and engagement with their followers (Al-Mu'ani et al.,
2023).
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Some studies have shown the positive relationship between the social media influencing
power and the purchase intention of customers while few shares mixed results (Duffy, 2020;
Jain et al., 2023)

Some factors like demographics, trust and authentic review by influencer can affect the
campaigns of influencers while influencers impact of online sites does not remain consistent
across all the consumers segment and product divisions (Imtiaz et al., 2020).

H5: Social Media Influencers has a significant impact on consumers’ purchase intention.

2.3.6 Consumption Risk and Customer Purchase Intention:

Risk of consumption leads to uncertainty situations and negative outcomes get associated
while buying products (Ali et al., 2021). The risk factor consumers feel while placing any
order online is poor quality, difficulty in returning and refunding policies and counterfeit
products receiving (Aljazzazen & Balawi, 2022).

The connection between these two factors which are Consumption Risk and Customer
Purchase Intention is very critical, as the high level of risk threat to customer creates negative
impact of the customer towards the purchase which leads them to get hesitate to make any
purchase from them (Yu, 2023).

If consumer’s perception risk regarding ordering online is low, then they will be more
inclined towards buying or making any purchase online (Park et al., 2007).

H6: Consumption Risk has a significant impact on consumers’ purchase intention.

2.4 Summary:

Literature review from previous studies was discussed throughout this chapter though which
a conceptual framework is constructed. Each variable is defined in this research with support
of previous literature and also the relationship of different variables as per our framework has
been discussed briefly. With the help of relation of variables hypotheses are formulated as
mentioned. The literature review and the hypotheses formulated will be helpful to provide a
plot in using techniques and analysis further in Chapter 4

21
Chapter 3 Methodology

3.1 Introduction:

In Chapter 3 the Conceptual framework was discussed, variables relation and hypotheses
were formulated which are discussed in detailed in Chapter 02 (Literature Review). This
Chapter holds complete Methodology of the research. Which will be including research
design, scales in questionnaire, sampling techniques, sample sizes and the research strategies
which we will be adopting for analysis of the formulated hypotheses. This part of research
will be complete guide for the readers to get to know about this study and then evaluating
what more could be done to improve this study further by covering those areas which are not
included.

3.2 Research Design:

The research holds a positivist model, that facilitates the use of empirical evidences and
methods to explore and derive conclusion for the decided objectives. In this study
quantitative methods are used for collecting data for better accuracy. For this we gathered
numeric data through surveys and analyzed it by using different statistical tools to get to
know about the relationships, trends and patterns of study. The research follows a deductive
approach, in which hypotheses are formulated by using current literature and studies results
and then further they are tested with the help of SPSS. This study works on the non-

22
probabilistic sampling technique i.e. Purposive sampling, in which researcher targets the
audience who are or were user of that specific brand to get the authentic data.

3.2.1. Population:

To complete the study researcher needs to collect data from the desire audience, population is
certainly a huge group of people in which it is impossible to reach to all of them. Therefore, a
sample of people will be considered for collecting data (Taherdoost, Data Collection
Methods and Tools for Research, 2021).

The target population for the study consists those people using Draaz.pk in the context of
Pakistan. In start of 2024 there were almost 111.0 million internet users in Pakistan, when
internet perception stood at 45.7%. About 71 million of social media users were of Pakistan
in first quarter of 2024 and also linking to 29.5 percent of the total population. Almost 189
million of mobile connections were being used in Pakistan in January 2024 which is equal to
almost 79% of total population, from which a smaller sample size has been considered to
conduct the study (Kemp, 2024).

3.2.2. Sample Size:

Considering multivariate data analysis, we have used a general thumb rule to have the sample
size, this rule involves multiplying the number of variables by 30. Through which our initial
sample size was of N=210. This rule helps to ensure the reliability and accuracy of the
variable’s relationships. Choice of sample size plays a critical role in study, which may get
affected by various factors. Evaluating importance of precision and exploratory complexity
in our study, we decided to increase the sample size more than our initial target (Memon &
Ting, 2020). Thus, the final sample size of the study is of N=290.

All the responses were approached to fill the questionnaires on voluntary basis. 95% of
response rate was evaluated as per received responses. The sample size was decided to be
higher than the suggested Literature to get accurate results.

As per responses, (49%) were male and (48.6%) were female. In terms of Salary Bracket,
(23.8%) had salary of less than Rs. 50,000, (43.4%) had salary in range of Rs. 50,000- Rs.
23
100,000, (16.2%) had salary in range of Rs. 101,000- Rs. 150,000 and (16.6%) had salary in
range of Rs. 151,000- Rs. 200,000. In terms of age, (17.2%) were of age less than 20,
(65.2%) were of age 21-30, (13.8%) were of age 31-40, (2.8%) were of age 41-50 and (1%)
were of age 51-60. In terms of education, (45.2%) had bachelor's degree, (39.7%) had
master’s degree, (14.1%) had Intermediate/A-levels education and the rest only (1%) had at
Matric/0-Levels education.

3.2.3. Sampling Technique:

Purposive/Judgmental sampling and quantitative research was conducted. A deductive

approach and filling of surveys (questionnaires) as the primary data collection method were
used.

The research holds a positivist model, that facilitates the use of empirical evidences and
methods to explore and derive conclusion for the decided objectives. The study was focused
to identify and evaluate factors that influences consumer purchase intention on Daraz.pk
platform in Pakistan, variables which were primarily focused are consumer perceived value,
convenience, customer service quality, online customer reviews, and social media
influencers.

By utilizing purposive sampling, it is easy to make sure that the sample represents the
population in a better way, this method is more suitable when we have limited resources for
collecting data (Etikan, 2016).

3.2.4. Instrument:

The instrument used for your research study is a survey questionnaire. This questionnaire
likely consists of a series of structured questions designed to gather data on the variables of
interest, such as consumer perceived value, convenience, customer service quality, online
customer reviews, social media influencers, Consumption Risk and consumer purchase
intention. This paper questionnaire consists of Likert scale, in which responses are mentioned
on scale of their satisfaction and also their demographics.

24
The survey questionnaire is the essential tool used for collecting data to support the subjected
study. It helps us to gather all required information about the participant’s personal info and
their preferences in the answer of subjected questions which helps in testing of hypotheses
and also evaluating the relationship of all variables. All these workings help to make
conclusions. The survey questionnaire consists of following sections; demographics,
consumer perceived value, convenience, customer service quality, online customer reviews,
social media influencers, Consumption Risk and consumer purchase intention.

3.2.4.1. Consumer Perceived Convenience Scale:

This variable scale is for analyzing the behavior of consumer with respect to their preference
and helping to provide the effects of the factors that makes Consumer’s perception and help
them making decision to purchase intention (Jih, 2007). The scale for this study contains four
items based on five-point Likert Scale. The scale (1-5) contained the characteristics of the
Consumer Perceived Convenience in which 1 is indicating Strongly disagree and 5 is
showing Strongly agree. (Joshi et al., 2015).

3.2.4.2. Consumer Perceived Value Scale:

This scale is used to evaluate the customer’s perceived value that what type of services or
product they receive which is less than their other alternatives. This scale is very helpful in
providing the analysis regarding impact of perceived value which affects the buying decision
of the consumer. The scale for this study contains four items based on five-point Likert
Scale. The scale (1-5) contained the characteristics of the Consumer Perceived Value in
which 1 is indicating Strongly disagree and 5 is showing Strongly agree. (Joshi et al., 2015).

3.2.4.3. Customer Service Quality Scale:

This Scale is used to evaluate the quality oriented services provided by the company to their
customers and also customer’s satisfaction which makes them to be loyal to brand and make
future purchases from same brand. The scale is helpful in accessing the efforts towards
customer satisfaction from the company and also the commitment of the consumer towards
brand like their loyalty and trust. The scale for this study contains four items based on five-
point Likert Scale. The scale (1-5) contained the characteristics of the Customer Service
25
Quality in which 1 is indicating Strongly disagree and 5 is showing Strongly agree. (Joshi et
al., 2015).

3.2.4.4. Online Customer Review Scale:

This scale is used for evaluating the feedback provided by consumer’s and their impact on
others to make any purchases through online channel. The scale is useful in finding the
impact of the feedbacks in the perception of buying again. The scale for this study contains
six items based on five-point Likert Scale. The scale (1-5) contained the characteristics of the
Online Customer Review in which 1 is indicating Strongly disagree and 5 is showing
Strongly agree. (Joshi et al., 2015).

3.2.4.5. Social Media Influencer Scale:

This scale is used to find the effect of the influencers and their suggestions on the mind of
others which helps in others to make their mind in buying of the suggested product. This
scale for this study contains five items based on five-point Likert Scale. The scale (1-5)
contained the characteristics of the Social Media Influencer in which 1 is indicating Strongly
disagree and 5 is showing Strongly agree. (Joshi et al., 2015).

3.2.4.6. Customer Purchase Intention Scale:

This scale is helpful to find out the preferences of the customers to buy any product or
services. It is important to understand the consumers mind and their attitude toward the
brand. The scale for this study contains four items based on five-point Likert Scale. The scale
(1-5) contained the characteristics of the Customer Purchase Intention in which 1 is
indicating Strongly disagree and 5 is showing Strongly agree. (Joshi et al., 2015).

3.2.4.7. Consumption Risk Scale:

This scale is used to evaluate the impact of risky factors on the purchasing decision of
consumer regarding buying any product. The risky factors may include: payment method,
refund policy, quality of services, delivery time, etc. The Scale for this study contains four
items based on five-point Likert Scale. The scale (1-5) contained the characteristics of the

26
Consumption Risk in which 1 is indicating Strongly disagree and 5 is showing Strongly
agree. (Joshi et al., 2015).

3.2.5. Data Collection Procedure:

After the initial working and formulation of questionnaire, then questionnaires were
circulated among almost 300 of people. Out of which 290 questionnaires were entirely filled
and usable for analysis.

We then initially analyzed the data buy running the data for regression through statistical
tool. In which we observed that due to 8 outlier responses were evaluated. Upon discussion
with our coordinator, we then removed those 8 responses from the study to enhance the
precision of result. We choose 300 people who once or frequently purchased from Daraz.pk
for getting the responses but from 300 only 282 responses were considered acceptable for the
research study.

Then the correlation analysis was done which shows that the Variable “Consumption Risk”
holds Pearson value less than 0.2. This value shows weak or no correlation with all other
variables which will not be adding any value to the research (Senthilnathan, 2019).
Therefore, this variable was removed from the study due to no correlation with any other
variable.

3.2.6. Data Analysis Method:

After collecting responses, quantitative research is used to analyze the data. The analysis was
performed on SPSS which includes; Reliability test, Validity, EFA, Correlation and multiple
regression, which are all discussed in brief below:

3.2.7. Reliability and Validity:

Reliability and validity tests are performed to get accuracy in results. How the data is
collected is known as Validity, is it performed effectively or not while reliability measures
the consistency of the technique used (Taherdoost H. , 2016).

27
3.2.7.1. Reliability:

Reliability analysis is performed to measure the consistency of scales which are used in this
research.

To evaluated reliability for each scale Cronbach's alpha coefficients are calculated. If
Cronbach's alpha coefficients value is higher than 0.7 than it shows that the scale is having
high levels of internal consistency. For our result Cronbach's alpha values were exceeding the
acceptable range of 0.7 for all constructs except for two which shows value of 0.6 which is
near to the threshold value. Specifically, the Cronbach's alpha values were as follows:

 Consumer Perceived Value = 0.665

 Consumer perceived Convenience = 0.664
 Customer service quality = 0.723
 Online customer reviews = 0.753
 Social Media Influencers = 0.898
 Consumer Purchase Intention = 0.782

These findings suggest that the items within each scale are highly correlated and consistently
measure the intended constructs.

3.2.7.2. Validity:

Validity test includes, content validity, construct validity, and criterion-related validity which
are used to evaluate the validity of scales used. Prior to data collection, the measurement
scales were reviewed by our coordinator to ensure that the items adequately represented the
study. Feedback from coordinator was incorporated to refine the scales and improve their
content validity.

3.2.7.3. Exploratory Factor Analysis (EFA):

To measure the primary factors of scales used EFA is conducted. The Kaiser-Meyer-Olkin
(KMO) is used to measure the appropriateness of sample i.e., the correctness of data. If the
KMO value increased with value of 0.6 shows that the data is suitable for EFA.
28
Additionally, Bartlett's test of sphericity was performed, if showing a significant result of (p
< 0.05), indicating that correlations between the variables were sufficiently greater for EFA.

3.2.7.4. Descriptive Statistics:

This part helps in combing the brief information about the sample testing for the researchers.
Descriptive statistics are explained in different way as per scales used, which holds range,
variance and standard deviation (Brazier et al., 2002). And it also contains mean, median and
mode which is a measure of central tendency (IsHak et al., 2013). Bar charts, histograms, etc.
are also used in Descriptive statistics to provide an overview regarding sample (Brazier et al.,
2002). It is included in this research in section 4.3 Table 2.

3.2.7.5. Correlations analysis:

To evaluate the power and degree of relationship between the variables, we use Correlation
analysis. Mostly used correlation coefficient is Karl Pearson, it describes the relation between
variables.

Standard ranges for correlation values is from -1 to +1, in which -1 is strong negative while
+1 is string positive relation. If the value is 0 that shows no correlation and signs (positive 0r
negative) shows the direction as well (Schober et al., 2018).

Then analysis was done which shows that the Variable “Consumption Risk” holds Pearson
value less than 0.2. This value shows weak correlation with all other variables which will not
be adding any value to the research (Senthilnathan, 2019). Therefore, this variable was
removed from the study due to no correlation with any other variable.

While calculating correlation, the consideration which is very important is sample size, the
more the responses the more will be significance of correlation (Bujang & Baharum, 2016).

3.2.7.6. Regression Analysis:

This part explains the relation between variables by solving queries like;
 relationship exists or not?
 the strength of the relationship is as per standard range?

29
  type and structure or form of the relationship which exist between variables
 Estimated values of the relationship of dependent & independent variables
P-value is calculated, to show how reliable the regression is of the data (Tan et al., 2010).
 If the p-value is lower than 0.05 showing that the result is accurate, with at least 95%
confidence level.
 If p-value is lower than 0.01 showing that the result is significant with at least 99%
confidence level.

3.3 Summary:

This part provides the consistency and rationality of the instrument as used for collecting of
data. Brief description is also provided regarding reliability and validity. Further the results
and values of the tests will be discussed in upcoming Chapter.

30
CHAPTER 4: RESULTS

4.1. Introduction:

Methodology of the research was discussed in Chapter 3. In this Chapter the results will be
discussed, values will be provided in tables and their interpretation will be discussed
simultaneously.

4.2. Respondents’ Profile:

Table 1: Respondents’ Profile:

Demographics Number Percentage

Male 142 49.0%

Gender Female 141 48.6%

Prefer not to say 07 2.4%

Less than 20 years 50 17.2%

21-30 years 189 65.2%

Age 31-40 years 40 13.8%

41-50 years 8 2.8%

51-60 years 3 1.0%

Less than Rs. 50,000 69 23.8%

Rs.51,000 to Rs.100,000 126 43.4%

Salary Bracket
Rs.101,001 to Rs.150,000 47 16.2%

Rs.151,001 to Rs.200,000+ 48 16.6%

Matric 3 1.0%

Inter 41 14.1%
Education
Bachelors 131 45.2%

Masters 115 39.7%

31
4.3. Descriptive Statistics:

In Table 2 below, descriptive statistics is shown to determine the normality of data.

Table 2 Descriptive Analysis:

Variables Mean Std. Deviation Skewness Kurtosis

Consumer Perceived
3.2057 0.67708 0.379 0.616
Convenience
Consumer Perceived
3.5098 0.65732 0.069 0.185
Value
Consumption Risk 3.4131 0.64007 0.252 0.301
Customer Service
3.4433 0.67746 0.104 0.267
Quality
Online Customer
3.3884 0.56596 0.328 0.641
Review
Social Media
3.123 0.7747 -0.206 0.397
Influencer
Consumer Purchase
3.3901 0.73661 -0.160 -0.063
Intention

As per interpretation of table 2, Consumer Perceived Convenience (Mean = 3.20, SD= 0.67)
has the highest skewness (0.379), and Consumer Purchase Intention (Mean = 3.39, SD =
0.73) has the lowest skewness (-0.160). The Kurtosis for only one item is negative while all
the other items have a positive kurtosis, the highest kurtosis is of Online Customer Review
(Mean =3.38, SD=0.565) i.e., 0.641 and the lowest kurtosis is for Consumer Purchase
Intention which is (Mean=3.39, SD= 0.736) is -0.063. As per values all variables shows
normal distribution of data.

4.4. Reliability of the constructs:

The variable used in this research are also somehow previously tested at different scenarios
(Lim et al., 2017). Table 3 contains results of the tests for reliability.

32
Table 3 Reliability of the Constructs:

Cronbach’s No
Constructs Mean S.D
Alpha of items
Consumer Perceived
0.665 4 12.82 2.708
Convenience
Consumer Perceived 0.664 4 14.04 2.62
Value

Consumption Risk 0.673 4 13.65 2.56

Customer Service
0.723 4 13.77 2.71
Quality
Online Customer
0.753 5 17.51 3.193
Review

Social Media Influencer 0.898 5 15.62 3.874

Consumer Purchase
0.782 4 13.56 2.946
Intention

Table 3 shows, reliability of Social Media Influencer is the highest (α = 0.898) while the
reliability for Consumer Perceived Value is lowest (α =0.664). Reliabilities of all the
variables are more than 0.6 which are within standard range showing that they have accurate
consistency and reliability.

4.5. Exploratory Factor Analysis (EFA):

EFA is important for interpretation of the Latent variables and also their relations with other
variables. Table 4 contains results of the exploratory factor analysis.

33
 Table 4: EFA for the constructs:

Kaiser-Meyer- Barley Test Cumulative No. of items

Constructs No. of
Olkin (KMO) of Sphericity % retained
items
Consumer Perceived
4 0.683 0.000 50.275% 4
Convenience

Consumer Perceived 4
4 0.716 0.000 53.097%
Value

Consumption Risk 4 0.664 0.000 50.793% 4

Customer Service
4 0.653 0.000 55.375% 4
Quality

Online Customer
6 0.793 0.000 50.525% 5
Review

Social Media
5 0.837 0.000 64.207% 5
Influencer

Consumer Purchase
4 0.783 0.000 60.634% 4
Intention

As per interpretation, Kaiser-Meyer-Olkin (KMO) for all the constructs acceptable which is
greater than 0.6. The Barley Test of Sphericity for all the constructs was found to be
significant P <0.05.

4.6. Correlation:

For regression analysis checking of correlation is necessary. The correlation range should be
between 0.20-0.90. If the value is less than 0.20 then the item is supposed to be not linked or
correlated. The results are summarized in Table 5.

34
Table 5: Summarized Correlation Results:

Consumer Consume Custom Online Social

Perceived r Consumpt er Custom Media
Constructs
Convenienc Perceive ion Risk Service er Influenc
e d Value Quality Review er
Consumer
Perceived 1
Convenience
Consumer
Perceived 0.574 1
Value
Consumption
-0.026 -0.098 1
Risk
Customer
Service 0.474 0.449 0.120 1
Quality
Online
Customer 0.403 0.400 0.109 0.416 1
Review
Social Media
0.398 0.400 0.107 0.496 0.404 1
Influencer
Consumer
Purchase 0.521 0.625 -0.094 0.381 0.527 0.367
Intention

Table 5 shows all the relationships were significant at a level of 0.01 (2-tailed). The
correlation of Consumer Purchase Intention and Consumer Perceived Value shows the
strongest correlation with value of 0.625 while the weakest correlation is of Social Media
Influencer and Consumer Purchase Intention with value of 0.367. All the Pearson values are
in the range of 0.2 – 0.89 and all the values are less than 0.05, it means than data is eligible
for Regression Analysis.

4.7. Overall Model Regression Test:

Table 6 contains overall regression for the complete model of the research study. The
hypothesis that the features of the consumer perceived value, convenience, customer service
quality, online customer reviews, social media influencers & Consumption Risk significantly
affects the consumer purchase intention.
35
Table 6: Summarized Regression Results:
Unstandardized Standard
Coefficient Coefficient
Constructs T Sig
B Std Error βeta
Consumer Perceived
0.174 0.060 0.160 2.899 0.004
Convenience
Consumer Perceived
0.438 0.062 0.391 7.064 0.000
Value
Customer Service
-0.004 0.059 -0.004 -0.067 0.947
Quality
Online Customer
0.394 0.065 0.303 6.063 0.000
Review
Social Media
0.035 0.049 0.037 0.709 0.479
Influencer

This table shows overall regression summary of our study in which all values are under range
that supports our hypothesis that the relation between the variables is adequate and complies
all standards.

4.8. Consumer Perceived Convenience:

The hypotheis that Consumer Perceived Convenience positively affects the consumer
purchase intention. The summarized results are presented in Table 7 below:
Table 7: Summarized Regression Results
Standard
Unstandardized Coefficient
Variables Coefficient T Sig
B Std Error Βeta
Consumer
Perceived 0.174 0.060 0.160 2.899 0.004
Convenience
Note: Dependent Variable: Consumer Purchase Intention, Independent Variables:
Consumer Perceived Convenience.
The results of the regression indicates that the Consumer Perceived Convenience describes
all values are within range showing significant relation between the two constructs. The
regression value indicates 63.3% of the variance.
4.9. Consumer Perceived Value:
The hypotheis that Consumer Perceived Value positively affects the consumer purchase
intention. The summarized results are presented in Table 8 below:

36
Table 8: Summarized Regression Results
Standard
Unstandardized Coefficient
Variables Coefficient T Sig
B Std Error Βeta
Consumer
0.438 0.062 0.391 7.064 0.000
Perceived Value
Note: Dependent Variable: Consumer Purchase Intention, Independent Variables:
Consumer Perceived Value.
The regression shows that the Consumer Perceived Value explains all values are within range
showing significant relation between the two constructs. The regression indicates 8.546% of
the variance.

4.10. Customer Service Quality:

The hypotheis that Customer Service Quality affects the consumer purchase intention as per
regression they has no significant relation. The summarized results are presented in Table 9
below:
Table 9: Summarized Regression Results
Standard
Unstandardized Coefficient
Variables Coefficient T Sig
B Std Error Βeta
Customer Service
0.004 0.059 0.004 0.67 0.947
Quality
Note: Dependent Variable: Consumer Purchase Intention, Independent Variables:
Customer Service Quality.
The regression indicates that the Customer Service Quality shows no significant relation
between the two constructs.
4.11. Online Customer Review:
The hypotheis that Online Customer Review positively impacts the buying intention. The
summarized results are presented in Table 10 below:
Table 10: Summarized Regression Results
Standard
Unstandardized Coefficient
Variables Coefficient T Sig
B Std Error Βeta
Online Customer
0.394 0.065 0.303 6.063 0.000
Review
37
Note: Dependent Variable: Consumer Purchase Intention, Independent Variables:
Online Customer Review.
The regression indicates that the Online Customer Review have all values within range
showing significant relation between the two constructs. The results of the regression
specifies 11.8% of the variance.
4.12. Social Media Influencer:
The hypotheis that Social Media Influencer, impacts the consumer purchase intention but as
per results it shows no significant relation between them. The summarized results are
presented in Table 8 below:
Table 8: Summarized Regression Results
Standard
Unstandardized Coefficient
Variables Coefficient T Sig
B Std Error Βeta
Social Media
0.035 0.049 0.037 0.709 0.479
Influencer
Note: Dependent Variable: Consumer Purchase Intention, Independent Variables:
Social Media Influencer.
The regression shows that the Social Media Influencer shows no significant relation between
the two constructs.

38
CHAPTER 5: DISCUSSION AND CONCLUSION

5.1 Discussion:

The hypothese were tested in previous Chapter from which three were reliable while other
three were not. The resuls regarding whole study will be sumup in this section.

5.1.1 Hypothesis H1:

The connection between Consumer perceived Convenience and Customer purchase intention
in case of Daraz.pk says that the Consumer perceived convenience significantly influences
the customer purchase intention. Various research supports this hypothesis and says that
there is positive correlation in concerning with the Consumer perceived Convenience and
Customer purchase intention in context with online shopping (Khan et al., 2021). Because
consumers perceive that online platform for shopping is convenient if there is easy in
browsing of data, ordering process, payment process and more importantly for delivery of
goods, then their intention to buy products from that site changes (Chellaiah, 2024).

Modifying online sites and making them easier to understand for every individual, easy to
access with proper navigation on websites, with fast browsing, and customized feature of live
chat with customer are all major needs of customer before purchasing anything online (Pham
et al., 2018). This answers the research Question 6; Sellers of Daraz.pk could provide
personalized services?

5.1.2 Hypothesis H2:

Consumer perceived Value has a significant impact on consumers’ purchase intention.

Customers interest of buying anything increase as they feel relaxed as they are buying a
valuable product from their money (Pham et al., 2018; Wu & Huang, 2023). The value of
product is more important than the rates/price of product, and also connected with brand
reputation, their customer representative response and their inner satisfaction with the brand
they purchasing (Yeh et al., 2011).

39
Formulating and maintaining a positive and good perception value in mind of customer is
very essential and plays vital role in creating a long term bond with the customer and brand
itself, this also makes the customer to purchase again with same intention be a loyal customer
for the brand but this can only be possible with long term consistency of service and quality
providing to customer (Jih, 2007). This answers the research Question 9; I could reduce the
cost of shopping by shopping on Daraz.pk.

5.1.3 Hypothesis H3:

Customer service Quality has no significant impact on consumers’ purchase intention as per
our study. This was evaluated by answers of the research Question 18; The customer service
staff of Daraz.pk could recommend suitable products for me?

5.1.4 Hypothesis H4:

Online Customer Review has a significant impact on consumers’ purchase intention. The
feedbacks given online are the proof of the products quality and credibility of the seller
(Imtiaz et al., 2020). When the buyers see positive comments and reviews from other
customers online then they more likely feel that the product and brand is providing good
services and thus they make decision to then buy products (Zhu, 2010).

Online feedbacks serve as a source of information, trust building tool, reduction of risk and
fear, helps in decision making and increase product visibility as well (Akbar et al., 2023).
This answers the research Question 21; I intend to buy from Daraz.pk because I hear or see
reviews from social media or other people?

5.1.5 Hypothesis H5:

Social Media Influencers has no significant impact on consumers’ purchase intention. This
was evaluated by answers of the research Question 27; Influencers who advertise Daraz.pk
products are reliable?

40
5.1.6 Hypothesis H6:

This hypothesis which we formulated is not adequate which means that Consumption Risk
has no significant impact on consumers’ purchase intention.

5.2 Implication for Managers and Policy Makers:

This conclusion can be significantly used for marketing and promotional use. The research
shows a positive relation between all the independent variable with the dependent variable
except Customer Service Quality and Social Media Influencers on Consumer purchase
intention in case of considering Daraz.pk as online shopping platform. The customer’s
intentions of purchasing the goods can be increased with increase in other attributes like
brand image, value, perception, etc.

For the evaluation it is concluded that the managers should be keeping some major
considerations in their mind like, Consumer Perceived Convenience and Perceived Value,
should be kept a major factor to make the purchase intention of customers to get strong. The
execution of Quality programs in the whole process should be a leading cause of customer
satisfaction and loyalty toward brand. Online feedbacks system is also getting so much hype
which will be resulting cause of engaging customers and building their trust levels. Decision
regarding selection of Influencers should be made proactively, any negative impacts should
be avoided as this will also damage our brands image.

Influencers should also consider some important considerations before being any
spokesperson of the brand, like: The message they provide their audience must be of honest
intention and opinion, findings or experiences of the influencers should also be authentic.
The brand shown in the advertisements being used by the influencer should be used by the
person himself.

5.3 Limitation and Future Research

In this paper we have targeted customers which were using Daraz.pk as shopping platform
and also resident of Pakistan. Cause and effect analysis is performed for all the variables
chosen. Any emotional parameters are not covered in this study. Further scopes of social
influencers need to be worked on. The variables used in this study are discussed in detail to
41
evaluate what aspects are essential for Purchase intention of buyer. Further scope of study is
open to be worked on to study the impact of this whole study considering different time or
target population.

5.4 Summary
This last section shows the relation of Consumer Perceived Convenience, Consumer
Perceived Value, Customer Service Quality, Online Customer Review, Social Media
Influencer and its impact on consumer purchase intention. The discussion and results shows
no positive relationship between variables Customer Service Quality and Consumer purchase
intention and Social Media Influencers & Consumer purchase intention. The analysis is
helpful for the advertising and publicity of product for managers to make strategies for
various brands.

42
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49
Appendix I: Questionnaire:
Section I: Demographics:

1. Your Gender?

a) Male

b) Female

c) Prefer not to say

2. Age?

a) Less than 20

b) 21 - 30

c) 31 - 40

d) 41 - 50

e) 51 - 60+

3. Education?

a. Masters

b. Bachelors

c. Intermediate/A-Levels

d. Matric/O-Levels

4. What is your salary bracket?

a) Less than Rs. 50,000

b) Rs. 51,000 - Rs. 100,000

c) Rs. 100,001 - Rs. 150,000

d) Rs. 150,001 - Rs. 200,000+

50
Section II: Consumer Perceived Convenience:

5. Sellers of Daraz.pk could effectively answer questions.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

6. Sellers of Daraz.pk could provide personalized services.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

7. Daraz.pk deliver goods faster.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

8. The return mechanism of Daraz.pk is perfect.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
51
Section III: Consumer Perceived Value:

9. I could reduce the cost of shopping by shopping on Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

10. I shop efficiently on Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

11. The product information on the Daraz.pk is complete.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

12. Daraz.pk offer a wider variety of products.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
52
Section IV: Consumption Risk:

13. There is a brushing behavior on Daraz.PK.

(a tactic employed by sellers on e-commerce platforms where they create fake orders for their
products to inflate their sales number and improve their ranking on their platform)

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
14. The consumption experience of Daraz.pk is poor.

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
15. I am worried about the product quality of Daraz.pk.

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
16. I doubt the credibility of Daraz.pk sellers.

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
53
Section V: Customer Service Quality:

17. Daraz.pk customer service could provide all the seller's information.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

18. The customer service staff of Daraz.pk could recommend suitable products for me.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

19. Daraz.pk customer service could provide consumers with better shopping experience.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

20. The customer service staff of Daraz.pk could provide all the information of the product.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
54
Section VI: Online Customer Review:

21. I intend to buy from Daraz.pk because I hear or see reviews from social media or other
people.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

22. I intend to buy from Daraz.pk because the reviews given by consumers are not made up.

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree
23. I believe in previous reviews given by consumers of Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

24. Daraz.pk product reviews on social media provide correct information.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
55
25. Reviews of Daraz.pk products are mostly negative.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

26. I intend to buy from Daraz.pk when I see the latest review.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

56
Section VI: Social Media Influencer:

27. Influencers who advertise Daraz.pk products are reliable.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

28. Influencers who advertise Daraz.pk products can be trusted.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

29. Influencers who advertise Daraz.pk products look honest.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

30. The influencer advertising Daraz.pk product looks.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
57
31. The influencer advertising Daraz.pk product looks like the expert.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

58
Section VII: Consumer Purchase Intention:

32. I am ready to open the product page of Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

33. Among all the community platforms, I prefer to buy goods on Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

34. The information on Daraz.pk easily arouses my purchase intention.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

35. I often buy things on Daraz.pk.

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree
59