Consumer’s Attitude towards Online Shopping: Factors Influencing Online Shopping Decisions in Pakistan

Abstract

Over the last decade maximum business organizations are extending with technological change. Marketers utilize digital online technology for better marketing performance. Retailers are devising strategies to meet the demand of online shoppers; they are busy in studying consumer behavior in the field of online shopping. Therefore, the rationale to this research is to study consumer’s attitudes towards online shopping and to identify the factors influencing online shopping decisions. A sample of 280 respondents was selected from different universities of Lahore, city of Pakistan. In the process of data collection, questionnaire techniques have been used to obtain quantitative data. Our findings indicated that online shopping is associated with online advertising. Most of the respondents concurred that they came to know products through online advertisements. They have encountered many online advertisements, and it influences their decisions greatly. Another aspect is factors influenced the consumer in online shopping decision and this statement also proved true. Larger number of respondents admits that factors such as online shopping saves time of consumers, it reduces travel necessity, online shopping offers great comfort while buying anything from online stores, online shopping offer variety of product information and also have description section  about desire product. It concludes that online shopping is a trustful way of shopping, and reduces security risks of customers. Online comments have a great influence on buyers decisions.