THE IMPACT OF CONSUMER’S CHARACTERISTICS AND LIFESTYLE ON ONLINE SHOPPING BEHAVIOR: A CASE STUDY IN THE ONLINE SHOPPING BEHAVIOR OF CONSUMERS OF KARACHI

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.