| Abstract [eng] |
The master thesis consists of 91 pages, 25 tables, 3 figures, and 137 references. The current research examines and investigates the impact of the country and store image on customer purchase intention. Moreover, perceived usefulness, ease of use, enjoyment, and trust were examined as mediating variables. Furthermore, ethnocentrism is also examined in this research. The research was quantitative in nature, and it was a survey of experimental research design. The research was conducted on fashion-related products and Korean and Chinese countries selected with their online stores. The data was collected through a survey questionnaire in Pakistan, and the survey link was shared with them. The data collected was analyzed using SPSS, and the results were obtained. The findings of the research stated that the country's image has a significant impact on online store image. Furthermore, the online store image significantly positively impacts perceived usefulness, ease of use, enjoyment, and trust. The results also revealed that these variables (perceived usefulness, perceived ease of, perceived enjoyment, and trust) mediated between online store image and customer purchase intention. In contrast, the country's image has no significant moderate impact on online store image and perceived usefulness, ease of use, perceived enjoyment, and trust. Regarding ethnocentrism, it is clearly found to have adverse impacts and discourage the customer's intention to purchase from cross-border online stores. The research will be beneficial for e-commerce strategists who intend to expand their business in different destinations. |
