The Influence of Attitude on Online Buying Behaviour and Moderator Impact of Culture: A Study of Islamic Republic of Pakistan Youth

Abstract

The purpose of this study is to measure the impact of attitude on online buying behaviour. Attitude acts as independent variable and culture as a moderating variable. The data was collected by individually through 200 questionnaires. The results shows that Attitude affects the online buying behaviour by building trust and strong relationship between employees, the relationship is more enhanced if appropriate technology is used.

Keywords: Attitude, buying behavior, Culture, Collectivism.