Benefits and Risks of Online Shopping with Consumer’s Perspective: A Case Study of Pakistan

Abstract

The over-usage of the internet in Pakistan provides a developing prospect regarding online shopping. With the emerging technology and rapid growth in E-markets, it has become necessary to visualize consumer behavior and the factors that influence consumer behavior in online shopping system. The following paper uses the perceived benefits and risks as a measure to study consumer behavior in online shopping. A survey is conducted from students in Punjab province through google forms. A total of 150 responses were collected through convenience sampling and analyzed using SPSS-25 and Pearson correlation method. The findings show that shopping convenience, product selection, and ease of buying positively affect the buying behavior, whilst financial risk, product risk, and security risk are observed to have negative affect on online shopping behavior. However, none of these relations is found to be strong. The study concludes that consumers perceive certain benefits and risks in online shopping.