Abstract:
The purpose to undertake this research was to ascertain the impact of risks which affect Online
Shopping Behavior. Online shopping in today’s modern world has become a reality and it has
proved to be a virtual shopping platform for customers. In the same context, concrete effort was
made to find out the relationship between the factors that prevail in the customers’ mind or
which are generally observed and their impact over the Online shopping behavior while
shopping. The research was explanatory in its nature, based on quantitative data which was
collected through questionnaire duly filled by the individuals. The data was collected from the
sample of 400 individuals of Karachi in random, and to analyze the same data through
Regression and Correlation tests in SPSS. The findings/results of this research can assist
management of online shops to concentrate upon those factors which are most influential and
affecting consumers’ choice. Through this study they can increase trust of online consumers in
this competitive era and they can further mature their management practices to beef up their
prevailing organization’s management practices.
