Abstract:
Since online shopping and the internet is on the rise and moving at an extremely swift
tempo globally, examining this trend inside Pakistani context is vital, keeping in mind
that it is comparatively fresh phenomenon in this state. As usual the literature in the
Pakistani context was difficult to find since it’s a new trend, hence research moved along
existing literature in different countries. Unexpectedly fewer studies have been conducted
on the factors and motivation that attracts Pakistani’s to make the most of this fresh
shopping tool, and hence focus group and in-depth, qualitative approach was used in this
paper. To support in satisfying this gap, this research learning inspect people’s attraction
towards online shopping and why they will be ready for taking up or not taking up online
shopping as an option, all from a Pakistani perspective. A purposive sampling method
was used to recognize fitting sample and hence focus group and in-depth qualitative
interviews were conducted with all participants.
Results and findings are obtained by manner of structure identification throughout the
data analysis, and they point out that convenience of items, time saving, price
comparisons, accessibility and the missing of salesperson bargaining hassles are without
doubt be the core advantages of online shopping, whereas frauds, trust anxiety and
feeling of product (sense of touch) and lack of availability of variety of products can be
the top disadvantages of online shopping. People here in Pakistan consider online
shopping as risky and because of that they avoid uncertainty and take fewer risks. Also
Pakistani websites are not considered safe and availability of the products were a big
concern.
Limitations of the research are discussed, along with recommendations for online
shopping stores and future research.
