Impact of Social risk, Government and Psychological Factors with Moderator Cultural Factors on Online Shopping Behavior in Pakistan

The objective of the current study is to examine the impact of social risk, government role, and psychological factors on online shopping behavior. In addition, the moderating role of culture between social risk and online shopping behavior. Simple random sampling technique was used to collect data from respondents by using a questionnaire approach. Confirmatory factor analyses, as well as structural equation modelling techniques, were used for analysis purpose. Findings revealed that social risk and psychological factors have a negative and significant impact on online shopping behavior. Government role and culture have a positive and significant impact on online shopping behavior. Moreover, culture positively moderates the relationship between social risk and online shopping behavior. Between social risk and online shopping behavior moderating role of culture have less attention in prior studies and this research fills that gap. Future research should be held in some other developing countries as well as in developed countries with financial risk, product risk, privacy risk, convenience risk, electronic word of mouth, brand association, advertising factors, perceived quality, and online shopping behavior.