LBEF RESEARCH JOURNAL OF SCIENCE, TECHNOLOGY AND MANAGEMENT

Author(s):Sabin Bajracharya, Jyotir Moy Chatterjee

Abstract:The e-commerce industry has been growing with the technological advancement and the expansion of Internet facility. People in Nepal are also aware of the facility provided by the e-commerce which eases their way of lifestyle as well as contribute in the digital economy of the country. There are many e-commerce applications operating in Nepal such as daraz, sastodeal, gyapu.com and many more. With the growing e-commerce applications and the growing internet and mobile users, the trend of online shopping seems to increase at a faster pace.
However, there exists many challenges while shopping online that is associated with the purchase intention of the customers. The study covers the challenges affecting the online purchase intention of the customers in Nepal. The challenging factors that has been identified includes security measures, privacy measures and IT law & policy measures. Various theories has been identified to understand the link between the technology usage and its influence upon the purchase intention of the customer such as Unified Theory of Acceptance and Use of Technology (UTAUT) and Value Adoption Model (VAM) model. With the necessary data analysis performed through SPSS, it has been found that all the three variables have a strong positive and significant relationship in relation to the online purchase intention of the customer.

Keywords – online purchase intention, e-commerce, privacy, security, IT law & policies in Nepal