Factors affecting online purchase intention of clothing in Pakistan

The study aims to analyze the effect of trust and perceived risk with moderating role of brand awareness and mediating role of attitude on intention to purchase online. The positivist approach is used for data collection. Questionnaires were distributed among approximately 215 individuals in Rawalpindi and Islamabad. The convenience sampling technique is used for data collection. Our findings show that increased trust leads to a positive attitude ultimately leading to increased online purchase intentions of clothing. The more brand has awareness in consumers more will be trusted an e-brand. Perceived risk plays a significant but negative role in online purchasing intentions towards a product. If consumers have a higher perceived risk towards an e-brand, consumers will be more hesitant towards purchasing such a brand. Perceived risk creates a negative attitude towards any e-brand ultimately creating a negative purchase intention toward such brand. In Pakistan specifically in Islamabad, Females make more e-purchases than men. The significance of this model is supported by the theory of reasoned action and the theory of planned behaviour. This research is useful for the clothing industry in Pakistan. This will help them understand consumer intentions to purchase online and what factors are affecting the re-purchase intentions positively as well as negatively. This research can also help academic practitioners. Such a study is not being performed before in Islamabad, Pakistan. This study adds value to the growing online clothing businesses. It will help add value to the growing literature especially, on online purchase intentions towards clothes and the impact of perceived risk and trust directly and with mediation (attitude) and moderation (brand awareness) of variables. Keywords- Online purchase intention, Perceived risk, Trust, Positive Attitude, Brand awareness, E-apparel industry, Theory of Reasoned Action, Theory of Planned Behavior