DefinePK

Abstract

While e-commerce has created additional business opportunities in Pakistan, companies still struggle to hold on to their customers. This study explores which factors influence online buyers in Karachi to repurchase, concentrating on trust on the Internet, feeling the service is valuable and client happiness. We aimed to see how these various elements affect consumers’ decisions to buy repeat products from online sites. Researchers used a quantitative method and asked questions through a closed-ended questionnaire that was handed out using convenience sampling. 333 respondents provided the data, which was analyzed with SEM using SmartPLS software. Researchers found that believing a product has high value is critical in causing customers to be satisfied, which affects their desire to buy it again. Still, satisfaction was not statistically influenced by electronic trust. It is clear from these results that both the service and satisfaction after purchase are key to building loyal customers online. To gain an advantage online, merchants should concentrate on the value of their products, the quality of their services and how efficiently they run their operations. The findings provide valuable insights into how online buyers behave in developing countries and how businesses can keep their customers in Pakistan’s growing online business market.