Factors Influencing Online Shopping Behavior in Twin Cities of Pakistan : Implications for E-Commerce Businesses

Abstract

The rise in technology has induced significant shifts in the consumer behaviors in the Twin Cities of Pakistan mirroring global trends. This study examines the factors influencing online spending in this region. Building on a comprehensive literature review the study examines six key factors price, psychology, convenience, trust, payment methods and the range of products variety factors in the context of online shopping in the Twin Cities. A Questionnaire has been adopted from past research for data collection of this project. A sample size of 200 respondents is selected for this study and data is collected from males and females who use E-commerce platforms from Twin Cities for online shopping. Data was collected through the pre-tested instrument distributed to the online customers via various electronics platforms. The collected data is analyzed through different analysis techniques including pearson correlation, regression, descriptive analysis and Cronbach reliability analysis. The statistical analysis reveals that in the Twin Cities that pricing, payment method, psychological factors and convenience directly influence consumer’s decisions to shop online while product variety and trust factors exhibit negative significance. These finding play a crucial role for ecommerce enterprises when developing user friendly platforms to improve the online shopping experiences while also upholding higher levels of product quality and customer services. This insight provides valuable guidance for e-commerce businesses enabling them to tailor their marketing strategies to effectively address consumer preferences and demands in the Twin Cities of Pakistan.