The Relationships among Website Quality, Trust, and Payment Security in Online Purchase Intentions in Pakistani Fashion E-Commerce
Ali, Usman (2026)
2026
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https://urn.fi/URN:NBN:fi:amk-2026050810245
https://urn.fi/URN:NBN:fi:amk-2026050810245
Tiivistelmä
Despite the rise in shopping by a single click, why do many online shoppers in Pakistan still leave their shopping cart empty before they have completed a purchase? The increasing amount of fashion ecommerce and digitalization is not yet enough to convert browsing behaviour to real purchasing behaviour. Therefore, the objective of this research was to identify the most important determinants for online purchase intention of consumers shopping through Pakistani ecommerce platforms, with specific focus on website quality, customer trust and perception of secure payments.
In order to examine the relationships among these constructs, the Theory of Planned Behaviour (TPB), Technology Acceptance Model (TAM) and Trust Commitment Theory (TCT) were used as theoretical frameworks. To achieve this goal, this study used a quantitative methodological approach based on positive research philosophy. A total sample size of 321 online consumers completed a survey questionnaire designed around valid Likert scale measures. The data was then analysed via SPSS using descriptive statistics, reliability testing, correlational analysis and regression analysis to answer the proposed research questions.
The results revealed that all three variables; website quality, trust, and perceived payment security significantly and positively affect online purchase intention. Notably, although both trust and payment security are important variables, it is the quality of websites especially its design and usability that emerge as the greatest predictor of online purchasing behaviour. Further, whilst trust and security are critical, website quality is identified as being the most influential factor of online purchasing intention in Pakistan's fashion e commerce market.
This study makes contributions to the body of knowledge because it provides empirical support from a developing country perspective which includes issues with low levels of trust and cash on delivery (COD). Additionally, it supplies valuable information for ecommerce businesses; primarily, improving the functional capabilities of websites, establishing trust through transparent and reliable actions and ensuring that secure payment processes exist to increase conversions.
In order to examine the relationships among these constructs, the Theory of Planned Behaviour (TPB), Technology Acceptance Model (TAM) and Trust Commitment Theory (TCT) were used as theoretical frameworks. To achieve this goal, this study used a quantitative methodological approach based on positive research philosophy. A total sample size of 321 online consumers completed a survey questionnaire designed around valid Likert scale measures. The data was then analysed via SPSS using descriptive statistics, reliability testing, correlational analysis and regression analysis to answer the proposed research questions.
The results revealed that all three variables; website quality, trust, and perceived payment security significantly and positively affect online purchase intention. Notably, although both trust and payment security are important variables, it is the quality of websites especially its design and usability that emerge as the greatest predictor of online purchasing behaviour. Further, whilst trust and security are critical, website quality is identified as being the most influential factor of online purchasing intention in Pakistan's fashion e commerce market.
This study makes contributions to the body of knowledge because it provides empirical support from a developing country perspective which includes issues with low levels of trust and cash on delivery (COD). Additionally, it supplies valuable information for ecommerce businesses; primarily, improving the functional capabilities of websites, establishing trust through transparent and reliable actions and ensuring that secure payment processes exist to increase conversions.