Umair Tufail - PIRT, Superior University, Lahore, Pakistan
Sohail Anwar - PIRT, Superior University, Lahore, Pakistan

The aim of this research is to examine the effects of online service level where have not been made by adopting the formative approach. Two main online dimensions i.e. pre-purchase and transaction related services are discussed in the electronics purchase process. Population of this study is the customers who made online transactions in electronics. A structured questionnaire was floated to ۲۵۰ respondents and ۱۵۰ emails were sent to the respondents in order to get primary data. Smart PLS and partial least square were used to estimate our model. Both transactional services and pre-purchase services are the major factors of navigation experiences and navigation experience affects the attitude to the web which ultimately affects the purchase intention. Pre-purchase services are not directly affecting the consumer attitudes during the online transactions process but improved navigation experience changes the consumer attitudes during the process. All the data analyzed was obtained from electronics industry of Pakistan.

Purchase Intention, Navigation Experience, Delivery Arrangements, Transaction Services, Smart PLS