Effects of Online Services Level on Purchase Intentions of Consumers Before Making Online Transactions

The aim of this research is to examine the effects of online service level where have not been made by adopting the formative approach. Two main online dimensions i.e. prepurchase and transaction related services are discussed in the electronics purchase process. Population of this study is the customers who made online transactions in electronics. A structured questionnaire was floated to 250 respondents and 150 emails were sent to the respondents in order to get primary data. Smart PLS and partial least square were used to estimate our model. Both transactional services and prepurchase services are the major factors of navigation experiences and navigation experience affects the attitude to the web which ultimately affects the purchase intention. Prepurchase services are not directly affecting the consumer attitudes during the online transactions process but improved navigation experience changes the consumer attitudes during the process. All the data analyzed was obtained from electronics industry of Pakistan.