Abstract:
Purpose
The ultimate purpose ofthis research is to evaluate the factors influencing buying behavior of
online customers.
Methodology & Design
The quantitative research has been used. Furthermore, deductive approach is used. The
convince sample technique is used for this study with 398 respondents. Data is collected from
consumers who have experience of purchasing products online. Moreover, data is analyzed
through SPSS
Findings
Findings of this research revealed that website design, security, e-service quality and
information quality have positive influence on consumers' online purchasing decision in
Karachi, Pakistan.
Limitations
Even the study provides insight for the researchers but some limitations were faced during the
research, such as it was hard to find online shoppers, due to the lockdown the questionnaire
was sent through social media and most of the respondents are youngsters from Karachi and
they have low purchasing power. So, the study does not cover the opinion of all online
consumers in Pakistan
