MAILBAGS ON CUSTOMER INTENTION TO PURCHASE: EVIDENCE THROUGH THE CUSTOMERS OF FAST-FOOD RESTAURANTS OF KARACHI

Abstract

The purpose of conducting this research is to understand the impact of online customer reviews on customers’ intention to purchase from fast-food restaurants in Karachi. A review of prior literature makes evident the lack of research that may reflect upon the importance of online customer reviews on customer intention to purchase from Asian Developing markets. There is a significant lack of studies that incorporate the Theory of Planned Behavior to assess the impact. Hence, this study has been formulated through emphasizing theoretical triangulation for model authenticity and applicability in local settings. Data has been collected through using convenience sampling from the customers of local fast food restaurants and the sample size for this study was 275. Statistical assessment was made through using the third version of SMART-PLS and after statistical testing it has been revealed that online customer reviews are perceived as an important tool for affecting customer intention to purchase. However, intensive competition in the fast-food industry also has the tendency to decrease customer intention to purchase from focused fast-food restaurants.