An Investigation Of Relationship Between Perceived Usefulness, Customers' Attitude And Their Willingness To Avail Online Retailing Services For Purchasing Personalized And Customized Products In Rawalpindi And Islamabad

Abstract

In an effort to understand the dynamics of consumer market of Rawalpindi and Islamabad for online-retailing of customized/personalized products, the universal technology acceptance model was used as the theoretical foundation of the research. Within the framework specified by the said model, the mutual relationship of customers’ perceived usefulness, attitude towards use and willingness to use the relatively newer form of retail business (internet-based) was investigated. For measuring the perception of the target consumer market regarding online retailing, questionnaire-based survey research was carried out. A convenience based sample population of 50 individuals with reasonably sufficient exposure to computer and internet technologies was chosen and their responses were obtained through self-administered questionnaires. The relationships of variables as in the research model were verified to be statistically correct through linear regression analysis.