Stimulating Online Buying Behaviour among Millennials in Pakistan: A conceptual model and Research Propositions

Abstract

Many e-retailers are utilising the influence of situational variables to impact consumer buying behaviour. Despite online buying behaviour of consumers, especially under the stimulants of sales promotion and scarcity are commonly practiced in developed countries, dearths of scholarly research both conceptual and empirical studies have been observed in developing countries like Pakistan. This study conceptualises the existing framework based on extensive literature review and proposes a quantitative research design for data collection in future. This paper brings forth the conceptual model to fill the gap of theoretical knowledge by delineating the influence of the purchase factors especially on the specific generation’s cohort i.e. Millennials and provides an explanation of their effects through consumer internal evaluation i.e. anticipated regret. Finally, the authors discuss both theoretical and managerial implications and offer guidelines of future empirical research.

Research paper

Keywords: E-commerce, Sales Promotion, Scarcity, Anticipated Regret, Stimulus Organism Response Model, Online Buying Behaviour, Millennials

Reference to this paper should be made as follows: Ali Abbasi, G., Goh, Y. N., & Kamalul Ariffin, S. (2019). Stimulating Online Buying Behaviour among Millennials in Pakistan: A conceptual model and Research Propositions, Journal of Entrepreneurship, Business and Economics, 7(2), 189–219.