Abstract:
The purpose ofthis study is to understand how consumer characteristics and lifestyle impacts
online shopping Behavior. In this research, we have focused on the online consumers' of the
city of Karachi. This research was quantitative in nature and data was collected through the
questionnaire. The sample size was set to 413 and data was collected from an entire sample for
analysis. Descriptive analysis, reliability tests, correlations, and linear regression tests
on the sample data through SPSS. The findings ofthis research proved all the hypotheses
related to the consumers’ characteristics like PUT, Internet Self-Efficacy, Perceived Web
Security, Privacy Concerns, Product Involvement, and Lifestyle are significantly impactful on
the online shopping behavior ofthe consumers. Due to the limited resources, this research was
limited to the people of Karachi. To provide a seamless online shopping experience, the
companies should design an e-commerce website for all internet efficacy levels and reduce
information overload to provide a seamless shopping experience. Companies should spend a
considerable amount of capital to ensure that consumers' data is protected.
