An Empirical Study Of Consumer Perceptions Towards Online Shopping

  • Javed Ahmed Shaikh , Altaf Hussain , Parvez Ahmed Shaikh , Maeenuddin , Mukhtiar Ali Erri


Retaining and attracting new customers is the first priority of any business, giving the view of online shopping acceptance from consumers’ perspective, would be an endeavor for sure success for the online retailing business. This study is descriptive in nature and population for this study was students of SZABIST Larkana. A survey was conducted to examine factors those affecting consumer’s acceptance and non-acceptance of online shopping, furthermore the understanding of demographic profile of adopters and non-adopters of online shopping and topical status of online shopping in Larkana. The Data were analyzed through factor analysis in order to identify the underlying factors from a range of seemingly important variables. Factor analysis demonstrated that the most significant factor was the accessibility and variety of online shopping, the second most significant factor was derived out as payment options and risk of online shopping, while as the risk perceived online shopping was the third most significant factor and challenges of online shopping was the fourth most significant factor. Discussion to the topical status of online shopping can be said that; the growth rate of online shopping is increasing in Pakistan but awfully slow, still psyche of a customer is the same they first need to check the product and love to bargain with the shopkeeper before purchasing.