Chapter 5: Conclusion:

Introduction:

The study reveals the importance of Online Purchase Intention as from the sample

of Pakistan Online Shopping Industry. Many studies have been done on online

purchase intention in which the effects of online shopping aspects on online

buying intention have been studied with keeping Pakistani market in mind and the

online shopping aspects used in this research are perceived expertise, perceived

similarity, expectation and perception and their impact in Online Purchase

Intention has been analyzed in deep manner.

Previously many studies have been conducted on the aspects of Online Shopping

in Pakistan and most of them haven’t come up with a significant result because of

the behavior of people towards online shopping as it varies from place to place

and region to region. Few authors concluded with saying that most people do visit

the retail store before online shopping (Adil, 2013). Other studies with keeping

Pakistani market in mind and the research resulted in that perceived expertise,

perceived similarity and perceived familiarity required exact solid bond through

operational buying intent concerning effective purchasing (Arslan, 2017).

Research Limitation:

In attempting to study the online purchase intention with respect to the industry of

Pakistan. It can be considered that Firstly, the data was collected through a verbal
communication method due to the recent pandemic around the world which

resulted in restriction to a specific geographical area—this may have affected the

results. Secondly, the current state of the economy does not necessarily favor high

consumer spending. This, accompanied by the devaluation of the Pakistani rupee,

may have discouraged many consumers from shopping online.

Future Recommendation:

If, in the future, online shopping industry in Pakistan becomes more like online

shopping industry in the West, the results may change as risk components such as

financial, social, and psychological risk come into play. But firstly, it should be

recommended that we have restricted ourselves to a particular culture, the study

could be extended to incorporate a multicultural comparison in the future in order

to get the true information and picture of what really impacts the online buying

intention of customers across the world. Secondly there are many other variables

that if they could be put in our research in the future they might result in a

sustained and a clear report, these variables could be Perceived Familiarity,

Delivery Risk, Trust (Loyalty), Online payment risk etc. Moreover, Future

changes in the economy that lead to higher spending and a more stable currency

could also change the study’s results.