Impact of Life Style and Personality on Online Purchase Intentions of Internal Auditors through Attitude towards Brands

Abstract

The primary purpose of this research is to explore the impact of Life Style and Personality on Online Purchase Intentions through Attitude towards Brands among Internal Auditors of companies which are listed in Lahore Stock Exchange as they are more conscious about their products especially clothing and mobile technologies. This study is important for the customers so that online customer purchase intention enhanced.  This research work is quantitative in nature and data were collected through the self-administered Questionnaires by simple random sampling technique.  The collected data were analyzed through SPSS 22 and AMOS 22 by testing reliability, regression analysis, correlation analysis by running confirmatory factor analysis and implementing Structural Equation Modelling, mediation was tested by Barron and Kenny test to check whether it is partial or full. Results explained that Customer Life Style and Customer Personality have a significant positive impact on Customer Online Purchase Behavior.  This research also explains that Customer Attitude towards Brands Partially mediates the relationship among the Customer Life Style, Customer Personality and Customer Online Purchase Behavior.  This research focused on the least studies area of Marketing in the circumstances in which it was carried out. All the ideas are interlinked in it to increase the customer online purchase intention.