Antecedents of the User Behavior for Online Businesses: A Case of Pakistan
Purpose: This study tries to investigate the antecedents of user behavior like purchase intentions and e-loyalty in the context of Pakistan. More specifically, it studies the relationship between perceived flow, perceived usefulness, perceived ease of use and the user behavior constructs which this study considers are e-loyalty and purchase intentions.
Design/Methodology/Approach: Primary Data is obtained through survey from 466 respondents and was analyzed through PLS-SEM approach.
Findings: Findings suggest that perceived flow and technological acceptance model constructs which are perceived ease of use and perceived usefulness have significant positive impact on the e-loyalty and purchase intentions in the developing economy like Pakistan.
Implications/Originality/Value: This study is a contribution to the literature acknowledging the importance of flow and technology acceptance model constructs as antecedents of user behavior for online businesses in the context of developing country like Pakistan. This study guides practitioners for designing such a website that make a user feel 'flow' situation while surfing their website. If they are able to make their visitors feel flow, they are more likely to generate purchase intention and develop e-loyalty for the e-vendor.
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