EXAMINING THE ATTITUDE OF ONLINE SHOPPERS TOWARDS ONLINE SHOPPING; EMPIRICAL FINDINGS FROM PAKISTAN

Abstract

Purpose: The main purpose of this study is to examine the factors affecting attitude towards online shopping in Pakistan. This will define the role of different factors i-e Perceived website Reputation, Perceived website image, relative advantage and that affects the attitude of online shoppers towards online shopping. Methodology: A structured and self-administrative survey was employed targeting online shoppers from Pakistan, a sample of 384 of online shoppers was selected to conduct research. trust Findings: The empirical findings of this study indicates that perceived website image, perceived website reputation, relative advantage and trust have a significant and positive impact on attitude of online shoppers towards online shopping . Limitations: Findings are limited to online shoppers in Pakistan, Therefore, related studies should be encourage to support the empirical findings of this study. The study was limited to some general factors, it should be focused on some real problems that would shed light on new drivers of online shopping as well. Recommendations: Policy makers should work on these attributes which can strengthen the overall corporate image and helps in yielding the profitability.