Role of Homophily in Purchase Intention and Customer Satisfaction Behavior among Online Buyers

Authors

DOI:

https://doi.org/10.71016/oms/8kr7vj36

Keywords:

Homophily, Purchase Intention, Customer Satisfaction Behavior, Online Buyers

Abstract

Aim of the Study: The present study was aimed to investigate the relationship between homophily, purchase intention and customer satisfaction behavior among online buyers.

Methodology: The current study was consisted of online buyers (N=300) of age range 20-50 years from Punjab through purposive sampling technique. Homophily Questionnaire, (McCroskey, 1973), Purchase Intention Questionnaires, (Pavlov, 2003), Customer Satisfaction Behavior (Hill, 2003) were used respectively in the study.

Findings: The results revealed that homophily has significant positive relationship with purchase intention and customer satisfaction behavior. Moreover, homophily is the significant positive predictor of purchase intention and customer satisfaction behavior among online buyers.

Conclusion: The study revealed the impact of homophily on purchase intention among Pakistani online buyers. In our culture trend to buy online increases in which homophily plays important role in satisfaction behavior and purchase intention.

Author Biographies

  • Hafsa Ibrar, Rawalpindi Women University, Rawalpindi, Pakistan.

    Research Scholar, Department of Psychology,

  • Dr. Anam Khan, Rawalpindi Women University, Rawalpindi, Pakistan.

    Assistant Professor, Department of Psychology,

  • Umm Eman Syed, Rawalpindi Women University, Rawalpindi, Pakistan.

    Lecturer, Department of Psychology,

  • Neelam Bibi, Rawalpindi Institute of Cardiology (RIC), Pakistan.

    Clinical Psychologist,

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Published

2025-03-30

Issue

Vol. 6 No. 1 (2025): Online Media & Society

Section

Articles

License

Copyright (c) 2025 Hafsa Ibrar, Dr. Anam Khan, Umm Eman Syed, Neelam Bibi (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

Ibrar, H., Khan, A., Syed, U. E., & Bibi, N. (2025). Role of Homophily in Purchase Intention and Customer Satisfaction Behavior among Online Buyers. Online Media and Society, 6(1), 45-54. https://doi.org/10.71016/oms/8kr7vj36