This research paper examines the relationship between various factors that affect the consumer behavior towards online shopping. Online shopping refers to the recent trends of being able to buy everything from home. The focus of this research is to explain the influence of five major variables that were derived from literature. These variables are trust, time, product variety, convenience and privacy, which determine how consumer-buying behavior is reflecting online shopping trends. Data was collected through the use of a specified measuring instrument. This instrument was a completely self-developed and standardized questionnaire that comprised of two sections. The statistical analysis of the data reflects that trust and convenience will have great impact on the decision to buy online or not. Trust is been considered as the most relevant factor affecting the customer’s buying behavior towards online shopping when it comes to younger generation.
Impact of Internal and External Promotional Variables on Consumer Buying Behavior in Emerging Economy – An Empirical Study
