Impact of Online Shopping On Consumer Buying Behavior: A Study of Garment Industry in Islamabad

Abstract

Aim of the Study: Aim of this study is to identify impact of factors of online shopping on consumer buying behavior among people of Islamabad in textile gannent industry. For this purpose, 3 three factors of online purchase are identified that are external environment, personal characteristics, and website quality. Impact of these vmiables would be identified on consumer buying behavior. Methodology: The research approach is deductive approach. The data is collected from the customers about their buying behavior with respect to online purchases. For this purpose, variables were identified including external environment, personal characteristics, and website quality. In this research consumer buying behavior is the dependent variable and online purchases is independent variable. Findings: After analyzing the hypothesis by SPSS software the results interpreted and it shows that all the hypothesis was accepted that means that there is a significant impact of online shopping on consumer buying behavior. The research had findings that will help the organization to grow. The limitation of this research is this research is only valid on the people in Islamabad only due to the research limitation. Significance of study: Practical implication of this research shows that consumer buying behavior plays a very important role for the organization. As the number of researches conducted in Pakistan is very few therefore the results of this study will prove to be insightful. Online businesses are still a very growing area in Pakistan so this research will help new online businesses to understand the importance of external environment, personal characteristics, and website quality