Customer Online Purchasing Behavior in Twin Cities of Pakistan
Author: Hafiza Syeda Sana Fatima Naqvi

The purpose of this paper is to check the buyer behavior of online shoppers in twin cities of Pakistan in order to achieve insights into their attitudes, preferences, decision-making framework, and life-styles. The best well spring of information is primary data that has been gathered through 37 item questionnaire. 219 questionnaires were distributed among the population. The target population for this study included the urban shoppers of Rawalpindi and Islamabad who are educated and belong to middle, upper-middle categories and students. . The collected data is analysed by statistical and econometric technique. Among factors of customer online purchasing behavior, perceived risk is the most significant key factor. Regression analysis is also conducted among factors of factors customer online purchasing behavior. This study also reveals the all possible casual linkages (either direct or indirect) among factors i.e perceived risk, perceived advantage, financial risk, psychological factors ,perceived enjoyment, website design ,and attitude is computed by path analysis. Partial mediated impact of attitude is significant upon factors. The implications that emerge from the analysis is that to promote online shopping and to find factors which highly effect consumer’s attitude towards online shopping, so that an organization can develop their business through online selling and economy will grow. Supervisor:- Dr. Attiya Yasmin Javid

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Keywords : Consumer online buying behavior, Perceived advantage, Perceived risk, Psychological factors
Supervisor: Attiya Yasmin Javid

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