FACTORS INFLUENCING THE CHOICE TO SHOP ONLINEA PSYCHOLOGICAL STUDY IN PAKISTANI CONTEXT

Abstract

With the advent of internet and it’s ever growing technologies different mediums have been developed to serve the consumers, one of them being the online shopping space. Online shopping have already have been introduced and is very successful in terms of consumer’s point of view as well as for business in other parts of the world. Since our social and economic conditions are different from those regions and several other macro factors therefore it is yet to make an impact on the market space of Pakistani region. Investigating this phenomenon is very crucial considering the fact it is relatively new in our region I .e Pakistan. Different factors play a vital role in defining its existence and its feasibility in our part of the world. Another perspective is how the average Pakistani consumer perceives this phenomenon from our local context and reacts towards it. Apart from attraction and retention of consumers are important factors, research on the consumer acceptance of online shopping has also gained much attention.This research study examines consumer’s readiness towards online shopping, and the prominent factors influencing them towards purchasing online. This research aims to provide a brief recommendation to online retailers and future research as well. Delimitations of the study are also mentioned due to shortage of time and resources.