5.1 study has been conducted at the individual



in this research we are studying the factors which affect the internet shopping
behavior of consumers in Karachi, in this study theory of planned behavior is
used using the questionnaire we have collected the responses of 169 of age
between 18 to 60 and we have applied statistical test which include
Reliability, Factor Analysis, Regression Analysis, Convergent and Discriminant
Validity and Path coefficient and we come to know that person’s intention is influenced by attitude and
subjective norm. We developed and empirically validated a model of
consumers’ relational purchasing behavior in an online shopping context. The
key affecting factors of user interface quality, product and service
information quality, security perception and site awareness were found to have
significant effects on consumer’s site commitment. Furthermore, we investigated
whether information satisfaction and relational benefit play a significant
mediating role on consumers’ relationship purchasing behavior. In an online
shopping context, the information feature of a shopping site was validated to
be an important factor determining consumers’ site loyalty and decision-making
in terms of whether or not they will shop at the store. This emphasizes the
importance of product information quality and user interface design in the
online shopping site development. Other attributes of an online store were also
found to influence a consumer’s perceived relational benefits from online
shopping. Service information quality was found to be the most important factor
among them. Although our findings provide meaningful implications for online
stores, our study has several limitations. First, the use of selfreported
scales to measure both independent and dependent variables suggests the
possibility of a common method bias for the results. Second, since, although
our model considers online store attributes as factors affecting consumer
purchase behavior, since other factors such as price and promotion (e.g.
loyalty program, price discount rate) were not included, we cannot explain the
effect of price sensitivity and loyalty program on consumer purchase behavior
with our model. Third, although this study has been conducted at the individual
level of analysis, our sample data was collected from the customer-base of only
three companies. So we may not exclude the possibility that the lack of
organizational variance may have affected our result.

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5.2 Recommendations:


Those businessman and
managers who are affiliated to online business should study the attitude and
subjective norms of their consumers in order to increase the consumers purchase

For future research, it
is worthwhile focusing on the differences in consumer behavior according to
product diversification and breadth of service domain. Moreover it is also
worthwhile to conduct a comparative research on the differences of consumer
behavior between off-line stores and online stores.

Further study should
also be conducted on consumers’ relational behavior, and the differential
effect of trust, commitment, and information satisfaction on purchasing
behavior between relationship oriented
customers and transaction-oriented customers in an online shopping context.

number of limitations and recommendations for future research can be suggested.
One potential limitation is the student sample, which is unlikely to represent
the wider population. Further, the research did not control for the possibility
that respondents may have heard about the company before via advertising, other
knowledge, or from other people, causing bias and leading to some formed trust
beliefs about the company.

Being low priced and
low touch items, also do not represent all kinds of companies and products in
general. Future research could collect a broader, more controlled sample and
use a greater variety of products.

Prospective research
could also investigate elements influencing consumers’ subsequent purchase
behaviours, such as product quality, delivery methods, and after-sales service.

Further research may
also examine other possible determinants affecting online initial trust, such
as marketing tactics, product varieties, price ranges, online service, website
quality, and levels of convenience (time savings and/or the speed of
transaction processes).

online trust is an essential component for vendors to succeed in an e-commerce
environment – where transactions are more impersonal and anonymous – as this
affects consumers’ purchase intentions. In e-commerce, shoppers cannot directly
experience goods (with a few digital exceptions), and they make purchase
decisions based on the information provided by online retailers as well as from
their perceptions of websites.


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