Student's purchase intention towards online shopping in Kabul - Afghanistan

Abstract

This study aims to identify the variables that affect students’ purchase intentions towards online shopping in Kabul, Afghanistan, by underpinning the Theory of Planned Behavior (TPB). As e-commerce and online shopping play a very vital role in everyone’s lives at present, particularly among young people, this has become an emerging trend also in Afghanistan in recent years. This study has been conducted on the antecedents and their relationships with online purchase intentions to recognise the influences that affect students' online purchase intentions in Kabul, Afghanistan. To identify these, data were collected from 210 Afghani students in Kabul. The conceptual framework of this study is based on the Theory of Planned Behavior and the relationships with the variables Attitude, Subjective Norm, Perceived Behavioral Control (PBC), Price, and Trust have been tested by using purposive sampling through the distribution of a self-administrated google form questionnaire survey among university students in Kabul, Afghanistan. SPSS software is used to analyse the collected data and determine the hypotheses’ reliability, Exploratory Factor Analysis (EFA) and multiple regression analysis have also been implemented. It was found that the relationships among attitude, subjective norm, perceived behavioural control, price, and trust positively influence students’ purchases. Exploratory Factor Analysis (EFA) and multiple regression analysis have also been implemented. It was found that the relationships between attitude, subjective norm, perceived behavioural control, price, and trust positively influence students’ purchase intentions towards online shopping in Kabul, Afghanistan. The result of the study confirms the success of the proposed theoretical framework in achieving the objectives of the study. Moreover, the findings of the study will be useful for practitioners and marketing managers in e-commerce businesses. Besides, researchers and academicians can benefit from the study as it has increased their understanding of the concept of online purchase intention in the context of Afghanistan.