Theory of Reason Action to Determine the Mediating Role of Attitude Toward Brand

Article Information

Title: Theory of Reason Action to Determine the Mediating Role of Attitude Toward Brand

Authors: Rana Muhammad Shahid Yaqub, Rizwan Hanif, Muhammad Awais Javeed, Zobia Javeed

Journal: Sustainable Business and Society in Emerging Economies (SBSEE)

HEC Recognition History

Category	From	To
Y	2024-10-01	2025-12-31
Y	2023-07-01	2024-09-30
Y	2021-07-01	2022-06-30

Publisher: Center for Sustainability Research and Consultancy Pakistan

Country: Pakistan

Year: 2022

Volume: 4

Issue: 4

Language: English

DOI: 10.26710/sbsee.v4i4.2543

Keywords: online shoppingLife stylepurchase intention

Abstract

Purpose: The success or failure of an organization depends largely on the behavior of its customers towards its brand, which influences their intention to purchase. In this study, the researcher investigated the relationship between customers' lifestyle and their trust in a brand, and how this relates to their online purchase intentions. The study also examined how customers' attitudes towards the brand mediate this relationship.
Methodology: The theoretical framework used was based on the theory of planned behavior, and data was collected through an online survey completed by 223 participants.
Findings: The results showed that customers' lifestyle and trust in a brand have a direct impact on their online purchase intentions, and that attitude towards the brand partially mediates this relationship. The data was analyzed using SPSS and Smart PLS.
Implications: Overall, these findings offer meaningful insights for telecom companies in Pakistan, enabling them to develop effective marketing strategies to augment their online sales.

Disclaimer: The following sections are produced through an intensive multi-stage analytical pipeline developed by DefinePK, utilizing advanced natural-language processing, domain-specific knowledge models, and automated cross-referencing systems. Despite the rigor and computational effort involved, the generated summary may still contain inaccuracies or incomplete interpretations. Users are strongly advised to verify all critical information against the original paper and its authoritative sources.

Research Objective

To investigate the relationship between customers' lifestyle and their trust in a brand, and how this relates to their online purchase intentions, examining the mediating role of customers' attitudes towards the brand.

Methodology

The study utilized the theory of planned behavior as its theoretical framework. Data was collected through an online survey administered to 223 participants. Statistical analysis was performed using SPSS and Smart PLS.

Methodology Flowchart

                        graph TD
    A["Theoretical Framework: Theory of Planned Behavior"] --> B["Data Collection: Online Survey"];
    B --> C["Data Analysis: SPSS, Smart PLS"];
    C --> D["Hypothesis Testing"];
    D --> E["Mediation Analysis"];
    E --> F["Findings & Discussion"];
    F --> G["Conclusion & Implications"];

Discussion

The research supports the positive correlation between lifestyle and online purchase intention, aligning with previous studies. Similarly, a positive relationship was found between online trust and online purchase intention. The study highlights that attitude towards the brand plays a significant mediating role in both the lifestyle-purchase intention and online trust-purchase intention relationships. These findings are particularly relevant for telecom companies in Pakistan to enhance their online sales strategies.

Key Findings

Customers' lifestyle and trust in a brand have a direct impact on their online purchase intentions. Attitude towards the brand partially mediates the relationship between lifestyle and online purchase intentions. Attitude towards the brand fully mediates the relationship between online trust and online purchase intentions.

Conclusion

Lifestyle and online trust are significant predictors of online purchase intention, with attitude towards the brand acting as a crucial mediator. Cultivating a positive brand attitude is essential for online retailers to influence purchase decisions, especially among consumers with specific lifestyles.

Fact Check

- The study surveyed 223 participants.
- The internet infiltration rate in Pakistan was cited as approximately 25% at the time of the study.
- The global online shopping share was reported as $2.3 trillion in 2017, accounting for 10% of total global retail sales.

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