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

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.