Impact of trust and availability factors on online shopping customers

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.