FACTORS INFLUENCING CONSUMERS' ONLINE PURCHASING DECISION, KARACHI PAKISTAN A CASE IN POINT

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