Abstract:
Abstract: The major purpose of current study is to examine the impact of consumer purchase intention on online shopping behavior with moderating effect of attitude in the environment of Pakistan. Nowadays, purchasing goods via using internet growing rapidly in the whole world and it give confidence to researchers to examine that what predictors or factors online consumer see at the time of purchase goods via using internet. The framework of current research developed on the basis of theory of planned behavior. The data were collected by using questionnaire technique and most of the respondents are master’s degree holder. In current research, convenience sampling technique used to collect data from students of universities in Gujranwala and Lahore. Confirmatory factor analysis and structural equation modeling technique used to analyze data. Findings elucidated that consumer purchase intention have significantly positively impact on online shopping behavior. Furthermore, attitude has also significantly positively impact on online shopping behavior. Moreover, attitude has positive moderating role between consumer purchase intention and online shopping behavior. At the end of this paper, limitations and future directions discussed.
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