See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/301326495

Barriers to Online Shopping in Pakistan

Article  in  Oral Science International · January 2014

CITATIONS READS
2 1,338

3 authors:

Hamza Ahmad Qureshi Rida Fatima

University of the Punjab Manchester Metropolitan University
5 PUBLICATIONS   10 CITATIONS    3 PUBLICATIONS   2 CITATIONS   

SEE PROFILE SEE PROFILE

Aamir Sarwar
University of the Punjab
37 PUBLICATIONS   47 CITATIONS   

SEE PROFILE

Some of the authors of this publication are also working on these related projects:

DETERMINANTS OF TRUST AND LEVEL OF AWARENESS OF RETAIL INVESTORS IN STOCK MARKET OF PAKISTAN View project

All content following this page was uploaded by Aamir Sarwar on 02 November 2017.

The user has requested enhancement of the downloaded file.

Sci.Int.(Lahore),26(3),1277-1282,2014 ISSN 1013-5316; CODEN: SINTE 8 1277

BARRIERS TO ADOPTION OF ONLINE SHOPPING IN PAKISTAN

Hamza Ahmad Qureshi, Rida Fatima, *Aamir Sarwar
Institute of Business & Information Technology, University of the Punjab, Lahore, Pakistan.
Tel: 92-042-99230826 Ext 108 E-mail: hamza.aq@ibitpu.edu.pk
Tel: 92-042-99230826 Ext 114 E-mail: asarwar@gmail.com
*Contact: asarwar@gmail.com
ABSTRACT: This research is instrumental to comprehend the behavior or attitude of Pakistani
consumers toward online shopping. It helps us to identify factors (Product/service quality, Product
guarantee, Convenience, Product/service cost, Product varieties, Perceived risk, Social norms and Website
design) that act as barriers to online shopping in Pakistan and prevent Pakistani consumers to adopt
online shopping as their prime mode of shopping. Findings indicate that high perceived risk is the most
important and significant factor as compared to all other factors. Consumers with lower level of education,
income and who are female find it more difficult to adopt online shopping. Barriers are also found to be
higher for consumers without any previous online shopping experience. This research not only finds out the
existing online shopping trends but also provides an insight into the future scope of online shopping in
Pakistan.
Keywords: Barriers to online shopping, Pakistan, future scope of online shopping.
_____________________________________________________________________________________________

1. INTRODUCTION television on World Wide Web .The technology which came

E-Commerce came into existence because of the internet
and has revolutionized the past trade patterns. It plays an
important role in the circulation of merchandise, capital and
information. The companies that adopt ecommerce
technology have an edge over others and reduce their cost of
production. So traditional business can also maximize their
profits and improve their efficiency. In future ecommerce
will not only change the way of doing business but it will
also influence every aspect of human society like activities
relating to production, employment, education and
government [1].
Actually, E-commerce is the paperless exchange of
information among consumers, businesses and countries
using a range of technologies or processes including
Electronic Data Interchange, Electronic Fund Transfer,
Electronic Mail, World Wide Web and other Internet based
application and it simply refers to the movement of business
on to World Wide Web. Ecommerce core business
processes deal with buying and selling of products, services
and information over the internet [2].
Therefore, we can say that ecommerce is a wider area and
online shopping is a narrow area in ecommerce that enables
consumers and businesses to directly buy products and
services from a seller (consumer or a business) over the
internet without the involvement of an intermediary. When
a consumer purchases products and services from a business
through the internet then it is called business to consumer
online shopping. Dell is an example of b2c online shopping;
which sells desktop PCs, printers, scanners etc. to
consumers as well as businesses .When a business
purchases products and services from other businesses then
we call it business to business online shopping. Cisco is an
example, it provides networking solutions consisting of
hardware and software to other businesses .Consumer to
consumer online shopping is that in which a consumer buys
from another consumer over the internet through the
involvement of a third party website that facilitates the
execution of sale and purchase transactions and charges its
commission. EBay is an example of such website.
The idea of online shopping was first introduced before the
processing of real time transaction from a domestic
into usage was called videotext and it was first introduced
by M. Aldrich in 1979, the person who designed and
installed the system in UK. When Tim Berners-Lee
developed the first World Wide Web (WWW) server and
browser in 1990, Amazon got advantage of these inventions
and expanded its online shopping business in 1995 and after
it in 1996 Ebay started its business [3].
1.1 Research Objectives
The specific objectives of this research are:
 To identify barriers to adoption of online shopping that
prevent Pakistani consumers from adopting online
shopping as their prime mode of shopping.
 To investigate the scope of online shopping in Pakistan
and also discuss the future intentions of Pakistani
consumers toward the adoption of online shopping.
1.2 Research Significance
The findings of the study will help out:
 Companies that want to invest or have already invested
in online Pakistani market to know the behavior of
Pakistani consumers and to develop appropriate
marketing & pricing strategies in order to attract and
retain existing customers.
 Future researchers who want to study the consumer
behavior in Pakistani online market.
2. LITERATURE REVIEW
Researchers are curious to inspect online selling and
purchasing of goods and services by employing
technologies such as web, electronic mail, electronic fund
transfer and electronic data interchange. They have
conducted many studies on those factors that link consumers
to online shopping.
Afizah, H. [4] investigated factors such as demographic
profile, familiarity to internet, risk perception, convenience,
design of website, product variety, product/service quality,
product warrantee, product/service cost, social norms etc.
that influence the willingness of consumers to involve in
online buying. Identification of these factors is important
because of their vital role in the success of online business.
Research studies on demographic profile examined that
demographic profile have a link with online shopping.
According to these studies the demographic profile of a
1278 ISSN 1013-5316; CODEN: SINTE 8
consumer determines his attitude toward online shopping
[5]. Gender, socioeconomic status, living environment,
awareness and knowledge all were rated as influential
promoters of online shopping[6, 7]. While attitude toward
online shopping may be defined as a positive or negative
feeling of a customer to accomplish the purchase behavior
through the Internet [8, 9]. According to results of a later
study conducted by Richa, D. [10], gender and family
income have significant impact on online shopping
practice.Hansen, T. (2005 & Koyuncu, C., & Bhattacharya ,
G. [11, 12] also found that both education and family
income have positive relationship with online shopping.
Several researchers examined consumer lifestyle as a
predictor of online buyer behavior. Bellman, S., Lohse, G.
L., & Johnson, E. J. [13] assumes that online consumers
typically have a wired lifestyle and internet is being used by
these consumers for years not just a few months. Moreover
these customers indulge in e-shopping spontaneously and
use the internet as a routine tool to send and receive email,
to do their work, to search for information, to read news as
well as for entertainment purposes, which may possibly
drive them to shop online[14].As consumers become more
familiar on internet they perceive less risk toward online
shopping and also their compatibility with online shopping
increases [15].
Risk perception regarding internet shopping is identified as
a primary obstacle in the future growth of ecommerce and is
one of the main determinants that influence consumer
decision to shop online [16]. Perceived risk is the uncertain
situation which consumer faces when he or she can’t make
prediction about his or her purchase consequences. Risk
level that consumers perceive and their tolerance for that
risk level are the reasons that affect their purchase
decisions[17]. Perceived risk not only influences the
customer attitude but also his or her intention to buy
online[18]. Miyazaki, A. D., & Fernandez, A. [19] noted
that consumers who perceive less risk or concern toward
online shopping are more likely to purchase online as
compared to consumer who perceive more risk.
Convenience in terms of online shopping is assumed as a
dominant motivating factor that influences the decision of
consumer to buy at home [20]. Li, H., Kuo, C., & Russell,
M. G. [21]describes five kinds of convenience for shopping
in home including time saving, flexible timing, saving of
physical effort to visit a traditional store, saving of
vexation, provision of an opportunity to involve in an
impulse shopping or responding directly to an
advertisement. Consumers who shop online more frequently
are more convenience-oriented and less experience-
oriented[22].
According to Eggert, A. [23] there should be the existence
of sufficient trust when a customer places his or her order
online, provides his or her financial and personal
information in executing the online monetary transaction.
So online shopping requires trust of online customer and
trust plays a pivotal role in the creation of satisfactory and
progressive results. The design of a website, its quality and
its interface also influence the formation of consumer trust
and in case a customer think that a vendor` site is extremely
safe then they may trust the vendor`s proficiency, honesty
and goodwill [24]. Therefore, in the online shopping
Sci.Int.(Lahore),26(3),1277-1282,2014
context, web site quality is being considered as a trust
building factor for the first-time customer[25].
A lower cost can attract cost sensitive customers. A better
and suitable price is one of the factors that motivates
customer to shop online [26].One of the leading factors that
can enhance attraction, hit rate, retention of customer as
well as positive word of mouth is the product/service quality
that is offered by online retailers. Moreover it also
maximizes the competitive advantage in ecommerce[27].
Online customers show more inclination toward firms
which offer a wide variety of services. The basic reason for
it is that their diverse needs can be easily fulfilled[28]. .
Namjae Cho, Sanghyuk Park, [29]views product variety as
one of the key dimensions that impacts online shopper
satisfaction. A suitable choice of product or service is one of
the vital ingredients in the value creation for customers in an
online business environment[30]. Product variety is
positively associated with customer online shopping
intention and adoption[31].
Consumer decision to engage in online shopping or not is
also dependent upon social norms. Consumer will not
choose to shop online if his/her family and friends don’t
encourage him/her to make purchase through the
internet[32, 33].
3. RESEARCH METHODOLOGY
The purpose of the study is to identify barriers that prevent
Pakistani consumers from using online shopping as their
prime shopping mode and to know the behavior of Pakistani
consumers toward online shopping.
The study targets the sample population of consumers
drawn from Lahore who have or don’t have any previous
experience of online shopping but all of them have
awareness regarding it. Sample size for the study is 350 and
it employs convenience sampling technique.
Data was collected primarily using questionnaire technique.
There are five sections in the research questionnaire. Section
one includes questions related to demographic profile of
respondents such as gender, age, relationship status,
education etc. Section two consists of questions that relate
to internet usage pattern of respondents. Section three asks
respondents about their previous online shopping experience
if any. Section four focuses on questions regarding their
previous online shopping experience. In the end, section
five consisting of five point Lickert-type scale assists in
knowing the opinion of people regarding barriers to online
shopping who have or have not shopped online. We
distributed our questionnaire to respondents who are aged
18 years or above.
Before administering the research questionnaire to all
respondents, a pre-test was conducted. That pre-test was
conducted on a random sample of 35 respondents in order to
ensure that the question statements are understandable by
respondents.
4. DATA ANALYSIS & RESULTS
In order to analyze data statistically we used SPSS
(Statistical Package for Social Sciences) version 19. The
data analysis techniques used in this study and their results
are given below:
Sci.Int.(Lahore),26(3),1277-1282,2014 ISSN 1013-5316; CODEN: SINTE 8 1279

4.1 Reliability Analysis Table 3: Internet Usage Pattern

Reliability analysis is conducted to assess the internal Categorical Category Frequency
reliability and consistency of the scale. Table 1 shows that Variable (%)
the value of Cronbach`s alpha is 0.932 for this research 1-2 Hours 207(59.1)
study, a value greater than 0.70 is acceptable so it is Daily Internet 3-4 Hours 69(19.7)
satisfactory. Usage 5-6 Hours 26(7.4)
> 6 Hours 48(13.7)
Table 1: Reliability Statistics Home 261(74.6)
Cronbach’s Alpha Number of items Source of Internet Office 88(25.1)
0.932 39 Access Campus 14(4.0)
Internet Café 2(0.6)
4.2 Descriptive Statistics No Internet 7(2.0)
Table 2, 3 and 4 present respondent`s demographic profile, Internet Connection Cable Modem 41(11.7)
internet usage pattern and their previous online shopping Type Available in ADSL/DSL 187(53.4)
experience if any as well as their future online shopping Home Dial Up 27(7.7)
intentions. It was observed that mostly respondents use DSL Other 88(25.1)
connection and spend around 3-4 hours daily on the internet. Very Often 54(15.4)
However, majority of the respondents did not shop online Use of Internet for Often 72(20.6)
that frequently. Table 5 and 6 show the respondent`s online Pre-Purchase Sometimes 109(31.1)
shopping trends including purchased products, adopted Information Rarely 65(18.6)
payment method and average amount spent by respondents Never 50(14.3)
on online shopping as well as frequency and importance of
online shopping for respondents. Electronic items, books Table 4: Scope of Online Shopping
and computer hardware products were the most bought Categorical Category Frequency (%)
merchandise among the sample population. Variable
Online Buyers 82(22.9)
Table 2: Demographic Profile Experience
Non-Online
Categorical Category Frequency Groups
Buyers 268(77.1)
Variable (%) Future Intention Yes 169(48.3)
Male 181(51.7) of Online No 181(51.7)
Gender
Female 169(48.3) Shopping
18-25 Years 102(29.1)
26-35 years 172(49.1) Table 5: Online Shopping Trend (A)
Age 36-45 Years 48(13.7) Categorical Category Count
46-55 Years 22(6.3) Variable (%)
Over 55 Years 6(1.7) Books 21(10.4)
Relationship Single 161(46) Groceries 5(2.5)
Status Married 189(54) Electronics 39(19.3)
Primary Education 1(0.3) Cosmetics 11(5.4)
Matriculation 10(2.9) Comp. Hardware 17(8.4)
Education Intermediate 13(3.7) Fast Food 12(5.9)
Level Bachelor 112(32) Furniture 1(0.5)
Post Graduate 203(58) Software 12(5.9)
Diploma/Certification 11(3.1) Product Flower 4(2.0)
Student 50(14.3) Purchased Travel Tickets 9(4.5)
House Wife 21(6.0) Jewelry 6(3.0)
Retired 1(0.3) Home Prod. 11(5.4)
Government Servant 75(21.4) Sport Goods 4(2.0)
Army/Police 20(5.7) Shoes 12(5.9)
Occupation
Doctor 45(12.9) Bags 8(4.0)
Private Employee 60(17.1) Cloths 20(9.9)
Banker 60(17.1) Toys 5(2.5)
Unemployed 3(0.9) CD & DVD 5(2.5)
Other 15(4.3)
Do Not Respond 74(21.1) Table 6: Online Shopping Trend (B)
15,000-25,000 PKR 64(18.3) Categorical Category Frequency
Income 25,001-35,000 PKR 69(19.7) Variable (%)
Level 35,0001-50,000 PKR 73(20.9) Did Not Respond 268(76.6)
50,001-100,000 PKR 53(15.1) Importance of
Extremely Important 10(2.9)
>100,000 PKR 17(4.9) Online
Important 31(8.9)
Shopping
Not Important 41(11.7)
1280 ISSN 1013-5316; CODEN: SINTE 8 Sci.Int.(Lahore),26(3),1277-1282,2014

Did Not Respond 268(76.6) more barriers to online shopping as compared to

Frequency of Once a week 5(1.4) experienced consumers. Barriers to online shopping are
Online Once a month 12(3.4) found higher for doctors, house wives and bankers
Shopping Once every 6 month 35(10.0) respectively as compared to consumers with other
Once a year 30(8.6) occupation. Consumers having secondary school education
Did Not Respond 269(76.9) (matriculation) are more cost sensitive and therefore
Amount Spent perceive more barriers to online shopping because of higher
5,00-1,000 PKR 14(4.0)
on Online
1,001-1,999 PKR 7(2.0) product/service cost. Consumers with same education level
Shopping also show more conformity to social norms and find more
2,000-5,000 PKR 25(7.1)
(From Last 6 barriers to adopt online shopping than consumers with other
5,001-10,000 PKR 14(4.0)
Month)
>10,000 PKR 21(6.0) education levels. Because of product/service cost consumers
Did Not Respond 268(76.6) whose income is in between 15,000 to 25,000 PKR perceive
Adopted more barriers to shop online. Lastly, risk perception is also
Bank Transfer 14(4.0)
Payment higher for same income group and they also realize more
Credit/Debit Card 38(10.9)
Method for barriers to adopt online shopping.
Cash on Delivery 26(7.4)
Online
PayPal 1(0.3)
Shopping Table 7: Correlation Analysis
Mobile Payment 3(0.9)
Items Barriers to
4.3 Inferential statistics Online Shopping
Table 7 illustrates Pearson correlation test which shows Poor Service Quality 0.728
significant and positive relationship between barriers to Poor Product Guarantee 0.646
online shopping and factors including product/service Inconvenience 0.685
quality, product guarantee, convenience, product/service High Service Cost 0.752
cost, product varieties, perceived risk, social norms and Fewer Product Varieties 0.720
website design. Among these factors unacceptable social High Perceived Risk 0.846
norms shows the least significant relationship with barriers Unacceptable Social Norms 0.625
to online shopping. Bad Website Design 0.732
Table 8 shows the results of independent sample t-test,
independent sample and ANOVA. While finding significant 5. CONCLUSION
difference between barriers to online shopping and each of This research is very helpful and supportive in finding
demographic variable (gender, age, relationship status, barriers involved in the adoption of online shopping in
education level, occupation and income level): Barriers to Pakistan. The study takes into account all previous related
online shopping are found higher for female consumers as researches by different researchers and also uses
compared to male consumers. Consumers with high school quantitative data collection technique. Questionnaire is
education (matriculation) perceive more barriers to adoption employed as a quantitative data collection technique and it
of online shopping but age, relationship status, occupation identifies all the factors or aspects that play a substantial and
and income level of consumers didn’t have any significant crucial role as barriers to online shopping. The study also
influence on their perceptions regarding barriers to online investigates prior online shopping experience of Pakistani
shopping. According to results of independent sample t-test,
a significant difference is found that consumers who don’t
have any previous experience of online shopping perceive
Table 8: Statistical Analysis of Hypothesis
Decision Reject/
Independent Variable Dependent Variable Statistical Test
Criteria Accept Ho
Gender P=0.016<0.05 Rejected
Independent
Experience of Online P=0.000<0.05 Rejected
Sample T-Test
Shopping
Age P=0.591>0.05 Accepted
Barriers to Online Shopping
Relationship Status P=0.557>0.05 Accepted
Education Level P=0.038<0.05 Rejected
Occupation P=0.228>0.05 Accepted
Income Level P=0.102>0.05 Accepted Independent
Occupation Poor Service Quality P=0.021>0.05 Rejected Sample ANOVA
Education Level High Service Cost P=0.031<0.05 Rejected
Income Level Poor Service Quality P=0.042<0.05 Rejected
Income Level High Perceived Risk P=0.028<0.05 Rejected
Education Level Undesirable Social Norms P=0.009<0.05 Rejected

consumers and find out their future intentions for shopping  Only 23.4 % survey respondents had a previous online
online. From the findings of the study we conclude that: shopping experience as compared to remaining
Sci.Int.(Lahore),26(3),1277-1282,2014 ISSN 1013-5316; CODEN: SINTE 8
76.6%.This lower rate of online buyers indicates that
online shopping in Pakistan is at its initial or introductory
stage and it is to grow in future.
 Cash on delivery, bank transfer and use of credit/debit
card are the most preferred payment methods by Pakistani
online shoppers.
 Most of the Pakistani online consumers prefer online
shopping to purchase electronics and computer hardware
products. Books are the third most purchased product by
Pakistani online shoppers.
 Consumer`s previous online shopping experience also has
a significant importance to influence his/her perception
regarding barriers to online shopping.
 Gender and education level of consumer significantly
influence his/her perception regarding online shopping
barriers. Female consumers perceive more barriers in
online shopping..
 Findings of the study indicate that poor product/service
quality, poor product guarantee, inconvenience, higher
product/service cost, fewer product varieties, high
perceived risk, unacceptable social norms and bad website
design are the key factors that directly influence barriers
to adoption of online shopping in Pakistan and thus play a
vital role in affecting the decision of Pakistani consumers
regarding the adoption as well as use of online shopping
as a prime shopping mode.
 When talking about barriers to adoption of online
shopping in Pakistan, high perceived risk is the most
important and significant factor that cause hindrance for
Pakistani consumers regarding adoption of online
shopping. However, the role of social norms is least
significant as compared to perceived risk.
 Consumers` occupation has a significant influence on
their perception regarding worst product/service quality as
barrier to online shopping.
 Consumer`s perception regarding high product/service
cost as barrier to online shopping differs with the level of
income as well. Consumers with lower income are most
cost sensitive and perceive more barriers to adopt online
shopping due to high product/services cost. Income of the
consumer also has a significant impact on his or her risk
perception. Consumer having income above 100000 PKR
are found less risk averse and therefore barriers to online
shopping are lower for them because of high perceived
risk.
 Education level of consumer has a significant impact on
his/her perception about unacceptable social norms as
barrier to online shopping. Less educated consumers show
more conformity to social norms as compared to educated
consumers and find more barriers to adopt online
shopping due to unacceptable social norms than educated
consumers.
 On comparing experience groups (online buyers vs. non-
online buyers) with each of the barriers individually, it is
found that consumers inexperienced to online shopping
perceive more barriers to online shopping because of
these factors as compared to experienced consumers.
 Above 48 % respondents said that they have future
intention to shop online, which is appreciable. It indicates
that future scope of online shopping in Pakistan is bright.
5.1 Research Limitations
The following are the limitations of research study:
1281
 The research takes sample population from Lahore and
inferences are deduced on the basis of sample population
from only one city.
 Respondent did not show any interest in the study and
they were reluctant to fill the questionnaire.
 Research study makes use of convenience sampling.
5.2 Future Recommendations
 The study takes sample population from only one city
Lahore. More accurate and reliable results can be
obtained if we expand this study to other cities of
Pakistan.
 Some other factors such as consumer life style and good
will of an online retailer may also influence barriers to
online shopping for Pakistani consumers. Future research
studies can also add these factors to find barriers to online
shopping
 According to present study barriers to online shopping are
higher for house wives. Future studies may focus on
Pakistani house wives to know their future behavior
toward online shopping.
6. REFERENCES
1. Qin, Z. (2009). Introduction to E-commerce. Springer.
2. Bajaj, K. K., & Nag, D. E-Commerce. Tata McGraw-Hill
Education. (2005).
3. Parker-Hall, J. The history of online shopping. Retrieved
September 1, 2010, from http://ezinearticles.com/?The-
History-of-Online-Shopping&id=2592183(2009).
4. Afizah, H. Does Consumers’ Demographic Profile
Influence Online Shopping?. Canadian Social Science,
5(6), 19-31(2009).
5. Haque, A., Sadeghzadeh, J., & Khatibi, A. Identifying
potentiality online sales in Malaysia: A study on
customer relationships online shopping. Journal of
Applied Business Research, 22(4), 119-130 (2006).
6. Kunz, M. On-Line Customers: Identifying Store, Product,
and Customer Attributes Which Influences Shopping on
the Internet.The University of Tennessee. Knoxville.:
Doctoral Dissertation(1997).
7. Sultan, F., & Henrichs, R. B. Consumer Preferences for
Internet Services over Time: Initial Explorations.
Journal of Consumer Marketing, 17(5), 386-402(2000).
8.Chiu, Y. B., Lin, C. P., & Tang, L. L. Gender differs:
assessing a model of online purchase intentions in e-tail
service. International Journal of Service Industry
Management, 16(5), 416-435(2005).
9. Schlosser, A. E. Experiencing Products in the Virtual
World:The Role of Goal and Imagery in Influencing
Attitudes versus Purchase Intentions. Journal of
Consumer Research, 30(2003).
10. Richa, D. Impact of Demographic Factors of Consumer
on Online Shopping Behavior: A Study of Consumers
in India. International Journal of
EngineeringManagement Sciences, 3(1), 43-52(2012).
11. Hansen, T. Consumer adoption of Online Grocery
Buying: A Discriminant Analysis. International
Journal of Retail & Distribution Management, 33(2),
101-121(2005).
12. Koyuncu, C., & Bhattacharya , G. The Impacts of
Quickness, Price, Payment Risk, and Delivery Issues on
1282 ISSN 1013-5316; CODEN: SINTE 8
On-Line shopping. The Journal of Socio-Economics,
33(2), 241-251(2004, April).
13.Bellman, S., Lohse, G. L., & Johnson, E. J.. Predictors of
Online Buying Behavior. Communication of the ACM,
42(12), 32-38(1999, December).
14.Zhang, Ping and Li, Na, Consumer Online Shopping
Attitudes and Behavior: An Assessment of Research
(2002). Proceedings of the Americas Conference on
Information Systems (AMCIS’2002), Dallas, August 9-
11(2002).
15.Atchariyachanvanich, K., & Okada, H. How Consumer
Lifestyles Affect Purchasing Behavior:Evidence from
Internet Shopping In Japan. Journal of
Entrepreneurship Research, 2(2), 63-78(2007).
16.Noort, G. V., Kerkhof, P., & Fennis, B. M. Online versus
Conventional Shopping: Consumers’ Risk Perception
and Regulatory Focus. Cyber Psychology & Behavior,
10(5), 731-733 (2007).
17.Schiffman, L. G., & Kanuk, L. L. Consumer Behavior.
Pearson Education(2007).
18.Vijayasarathy, L. R., & Jones, J. M. Intentions to Shop
Using Internet Catalogues: Exploring the Effects of
Product Types, Shopping Orientations, and Attitudes
towards Computers. Electronic Markets.The
International Journal of Electronic Commerce &
Business Media, 10(1), 29-38(2000).
19.Miyazaki, A. D., & Fernandez, A. Consumer Perceptions
of Privacy and Security Risks for Online Shopping.
Journal of Consumer Affairs, 35(1), 27–44(2001).
20.Gillett, P. L. In-Home Shoppers. An Overview. The.
Journal of Marketing, 40(4), 81-88(1976).
21. Darian, J. C. In-Home Shopping: Are There Consumer
Segments? Journal of Retailing, 63(2), 163-186(1987)..
22. Li, H., Kuo, C., & Russell, M. G. The Impact of
Perceived Channel Utilities, Shopping Orientations, and
Demographics on the Consumer's Online Buying
Behavior. Journal of Computer-Mediated
Communication, 5(2), 0-0 (1999).
23. Eggert, AIntangibility and Perceived Risk in Online
Environment. Journal of Marketing Management, 22(5-
6), 553-572. (2006).
View publication stats
Sci.Int.(Lahore),26(3),1277-1282,2014
24. McKnight, H., & Choudhury , V. Developing and
Validating Trust Measures for E-Commerce: An
Integrative Typology. Information Systems Research,
13(3), 334-359(2002)..
25. Al-maghrabi, T., Dennis, C., & Halliday, S. V.
Determinants of Customer Continuance Intention of
Online Shopping. Int. Journal of Business Science and
Applied Management, 6(1), 41-65(2011)..
26. Childers , T. L., Carr , C. L., Peck , J., & Carson , S.
Hedonic and Utilitarian Motivations for Online Retail
Shopping Behavior. Journal of Retailing, 77(4), 511–
535(2001).
27. Santos, J. E-Service Quality: A Model of Virtual Service
Quality Dimensions. Managing Service Quality, 33(3),
233-246(2003).
28. Barcia, S. Internet Pharmacies: All Hype With No
Help? Health Management Technology, 21(4) (2000).
29. Namjae Cho, Sanghyuk Park, (2001). "Development of
electronic commerce user-consumer satisfaction index
(ECUSI) for Internet shopping", Industrial
Management & Data Systems, 101(8), pp.400 – 406
30. Page, C., & Lepkowska-White, E. Web Equity: A
framework for Building Consumer Value in Online
Companies. Journal of Consumer Marketing, 19(3),
231 - 248(2002).
31. Choi, Jayoung and Loren V. Geistfeld (2004). A cross-
cultural investigation of consumer e-shopping adoption.
Journal of Economic Psychology, 25 (6), 821-838.
32. C., L., Lederman, P., & Stewart, L. P. A Socially
Situated Health Communication Campaign. In
Changing the Culture of College Drinking: A Socially
Situated Health Communication Campaign (Lind) (pp.
193-214). Hampton Press(2005)..
33. Pliner, P., & N. M. Influence of Social Norms and
Palatability on Amount Consumed and Food Choice.
Appetite, 42(2), 227-237(2004).