The Determinants of Online shopping Hesitation in Pakistan

The paper has explored the concept of online shopping in Pakistani markets and its different factors which reduce this phenomenon. The major objective of the study was to evaluate the determinants of hesitation in online shopping in Pakistan. Due to the complex phenomena, the study has included students of Institute of Management Sciences to get understanding to the concept. The study has adopted quota sampling and included 200 students in the quota and then these numbers have been used for data collection randomly. The previous studies have been used to adopt questionnaire for the data collection. The literature recommends semi structure and five point likert scale for the data collection. The literature extracted different factors i.e. risk factor, cost factor and convenience factors as independent variables and online shopping behavior as dependent variable. The correlation and regression has been adopted for the data analysis. The findings concluded that risk factor and cost factors are having negative correlation with the online shopping while convenience factors are having positive relationship with the online shopping in Pakistan. The regression exhibits that risk factor, cost factor and convenience factors are having significant effect on online shopping in Pakistan. The online shopping companies should introduce different price reduction schemes to attract new customers but they should make sure the quality of the product. The companies should deliver same product which has been shown in the ads.