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A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan

Author

Listed:
  • Zahid Ahmed
  • Ling Su
  • Kalsoom Rafique
  • Sher Zaman Khan
  • Sadaf Jamil

Abstract

The present study is concerned in the field of consumer buying behavior, especially e-shopping in Pakistan. E-commerce has created easiness and innovativeness in humans’ life. Online consumer buying behavior is not like a physical market having ability to touch, analyze, and thereafter shop the products. This study explores the effect of few variables, derived from existing literature. Those variables are perceived benefits, domain specific innovativeness, and shopping orientations, i.e., impulse-purchase orientation, brand orientation and quality orientation. The data was collected by mean of the questionnaires. The findings indicated that domain specific innovativeness and shopping orientations have positive impact on consumers’ buying behavior towards online shopping. Therefore, consumers are showing an interest to online shopping because of recent development of electronic stores in Pakistan.

Suggested Citation

  • Zahid Ahmed & Ling Su & Kalsoom Rafique & Sher Zaman Khan & Sadaf Jamil, 2017. "A Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 7(2), pages 44-56.
    • Handle: RePEc:asi:joabsj:v:7:y:2017:i:2:p:44-56:id:4200
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    Citations

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    Cited by:

    1. M. Ekhlaque Ahmed & Nayyer Samad & Afshan Gul Khan, 2021. "Factors Influencing Online Purchase Intention: A Case of University Students in Pakistan," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 9(1), pages 31-43.
    2. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    3. Muhammad Syahiman Ghazalle & Masri Abdul Lasi, 2021. "Determinant Success Factors On Customer Purchasing Behavior Towards Consumer Purchasing Intention: A Study On Student Perspective In Public Institutions," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 5(1), pages 36-41, June.
    4. Aqeela Saleem & Javed Aslam & Yun Bae Kim & Shazia Nauman & Nokhaiz Tariq Khan, 2022. "Motives towards e-Shopping Adoption among Pakistani Consumers: An Application of the Technology Acceptance Model and Theory of Reasoned Action," Sustainability, MDPI, vol. 14(7), pages 1-16, March.

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