RISKS AFFECTING ONLINE SHOPPING BEHAVIOR: A STUDY ON CONSUMERS OF KARACHI

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.