Abstract:
Purpose of Study
This research is done to figure out the factors which effects the attitude for online buying and
purchase. Here our objective is to find our various constructs that make up a consumer’s
perception of entering a virtual environment and indulge in online buying and purchase. Also, we
are finding out if major target audience in Pakistan is indulging in online buying or not.
Research Methodology
This research is deduced on a regression analysis where significance of a certain variable is
judged to have impacted a consumer’s behavioural intention to indulge in online buying. Also, a
detailed secondary research is carried out first to form a premise of the framework of the current
study. For the secondary research; research publications, books, scholarly journals and some
other useful online links are used to conform with the previous research studies carried out
comprehend the consumers’ behaviour for online buying. SPSS has been used to enter the
responses and deduce the results.
Findings
As per this research, it’s found out that the major factors to effect the attitude of consumer for
online purchase are perceive usefulness, brand orientation, website interface and degree of
personalization. Also, this research have figured out that usually youngsters of age group 18-25
and further 26-35 mostly indulge in online shopping behaviour.
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Practical Implication
The end of this study has a detailed conclusion with a set of recommendations which might be
useful for the e-commerce retailers in building a favourably holistic virtual environment for
online shopping. These recommendations might provide room for the retailers to improve the
way they carry out an online shopping business.
