Abstract:
Purpose – The purpose of the study is to understand the impact of delivery risk, product performance risk and privacy risk on online purchase intention with emphasis on Daraz.pk Methodology – A survey was conducted to gather data for research. Quantitative analysis was done and the results were analysed using SPSS. Findings – The results of the study show the influence of all the three types of risk are significantly negative on online purchase intention while shopping through daraz. Practical Implications – The study will help Daraz.pk and other online platforms to make strategies that will help mitigate the customers concerns regarding online shopping. Originality – The increase usage of online platforms requires deeper understanding of the customers behaviours towards these platforms. There isn’t much literature in Pakistan regarding the issue. This study will help in creating awareness among the customers and the online platforms.
