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This paper explores the external factors that influence the decision making process of young Asian females when they shop online for fashion clothing. The empirical investigation was carried out with a positivistic approach and a sample size of 142 young females in Pakistan. As females get more financially independent in developing Asian nations it leads to a question whether their buying decisions are still dominated by external factors? It was found that young educated adult Pakistani females make on-line purchase decisions under a significant influence of a highly collective and masculine environment. These results could be extrapolated to other similar cultures and emerging e-retailing areas.

E-Commerce Purchase Intention in Emerging Markets: The Influence of Gender and Culture