The Impact Of The Unified Theory Of Acceptance And Use Of Technology (Utaut) On Online Purchase Intention: The Moderating Role Of Social Media Marketing Among University Students In Karachi.

Abstract

This study investigates the factors that drive online purchase intention among young consumers in Karachi, Pakistan. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as the foundation, the research examines three core constructs: performance expectancy, effort expectancy, and social influence. Additionally, it introduces social media marketing as a moderating variable to understand how it strengthens or weakens these relationships. A quantitative survey was conducted with 200 university students, and data were analyzed using SmartPLS 4.0. The findings show that performance expectancy and social influence significantly affect purchase intention, while effort expectancy does not. Most importantly, social media marketing significantly moderates the relationship between social influence and purchase intention, amplifying the power of peer recommendations. The study concludes that e-commerce businesses in Karachi should focus on blending social proof with engaging social media content rather than merely emphasizing ease of use.

Keywords:

UTAUT, Purchase Intention, Social Media Marketing, Karachi, E-commerce, PLS-SEM.