Effect of Clothing Pricing, Brand Trust and Website Design on Online Shopping Decisions in Pakistan

Abstract

This study is focused mainly on investigating the relationship between brand trust, clothing pricing, website design and online shopping decisions in fashion industry of Pakistan. This study has considered brand trust, clothing pricing and website design as independent variables. Whereas, online shopping decisions have been considered as the dependent variable in this study. However, this study has finalized fashion industry of Pakistan to testify the relationship between variables mentioned above. The major emphasis in this study has been on assessing the relationship between brand trust, clothing pricing and website design (independent variables) and online shopping decisions (dependent variable) in fashion industry of Pakistan. To prove this relationship, a survey has been conducted through an adopted structured questionnaire regarding this literature, in which customers associated with fashion industry of Pakistan, have been requested to share their experiences by filling the questionnaires. Then, to identify the results on data gathered from the respondents, statistical instruments have been used. Some of the statistical instruments used in this study includes descriptive frequencies, reliability, correlation, regression, etc. Results derived through statistical instruments have shown that there exists a significant relationship between brand trust, clothing pricing and website design(independent variables) and online shopping decisions (dependent variable) in fashion industry of Pakistan. Conclusively, it has been proved that brand trust, clothing pricing and website design significantly impacts online shopping decisions in fashion industry of Pakistan.