IMPACT OF GAMIFICATION AND PERCEIVED RISK ON ONLINE CONSUMER’S BUYING INTENTION IN MULTAN

Abstract

Perceived risk concepts are applied to various consumer behaviors, but it has shifted towards emphasizing high risk to explain consumer concerns about engaging in various online buying activities.  The role of perceived risk as an indirect influenced on the consumer’s online buying intention reveals that attitude is affecting their willingness to buy. Gamification attracts customers and it is naturally linked with consumer behavior. Perceived risk and gamification along with other factors are affecting the consumer behavior towards buying decisions. Therefore, this study planned to investigate the factors affecting online buying intentions of Pakistan online shopping customers. This study used Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) for investigating the buying behavior of online customers. Data was collected from Multan within the age group of 18-34 using snowball sampling technique for a sample of 256 online buyers. Structural Equation Modelling (SEM) was used to analyze the data. The results indicate that attitudes, subjective norms, perceived usefulness, and perceived ease of use all have an impact on consumers' intentions to purchase online. Risk perception has a detrimental effect on consumers' intentions to purchase. Gamification has a beneficial effect on consumers' intentions to purchase. Therefore, the sellers must increase client trust in order to enhance such an intention. Vendors must have a clear and understandable policy on warranty, compensation, and switch customer complaints in order to achieve this.