Open AccessA Study on the Factors Affecting Consumer Buying Behavior towards Online Shopping in Pakistan
Author(s) -
Zahid Shahab Ahmed,
Ling Su,
Kalsoom Rafique,
Sher Zaman Khan,
Sadaf Jamil
Publication year - 2018
Publication title -
journal of asian business strategy
Language(s) - English
Resource type - Journals
eISSN - 2309-8295
pISSN - 2225-4226
DOI - 10.18488/journal.1006/2017.7.2/1006.2.44.56
Subject(s) - business , marketing , advertising , quality (philosophy) , orientation (vector space) , consumer behaviour , market orientation , psychology , mathematics , philosophy , geometry , epistemology
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.