A study to investigate the factors that influence the online shopping behavior of customers in the digital world: A case study of Pakistan’s market

Abstract

People are living in technological advanced world. Primitively, internet was only used for searching and transmitting of information but currently everything is linked with the Web browser and internet. People using internet for social interaction, business or online purchasing. Online shopping is a process that uses emerging techniques such as web browser and internet that has altered way to perform online shopping in the digital world. The act of purchasing and selling goods or services using the internet is known as online shopping. The intention of this research is to investigate different factors that influence online shopping and to grasp customer behavior with reference to online purchases. The study aims to determine the problems that consumers have when making purchases from internet. It is affected by multiple variables such as Product Risk, Time Risk, Delivery Risk, Social Risk, Information Security Risk and Financial Risk they act as barriers to internet shopping and keep Pakistani customers from making Internet shopping as prime mode of shopping. In this research, data was randomly collected from various online shoppers, colleagues, friends, class mates, family members and students. This study employed a statistical method includes SPSS 23 version and AMOS and the tests that have been applied includes regression, correlation and reliability testing analysis. This research is limited to the context of Pakistan because the market's demographics and economic circumstances were taken into consideration when conducting the study. There's a chance that not every individual of the Pakistani community is included in the sample size. The result might not be the same. The study's conclusions imply that the hypotheses are accepted and the literature review offered in accordance with previous research supports the study's hypothesis, which states that product, information security and financial risks are directly and significantly impacted on online purchasing behavior whereas time, delivery and social risks have no effect. Since the new digital world will be the cornerstone of future, this study is also helpful to online retailers. The marketers may ignite customers’ interest in online buying by implementing different marketing tactics and eliminating of associated risks.