Factors Affecting Consumer Behavior Regarding Online Shopping: A Case Study of Faisalabad

Abstract

The younger generation in underdeveloped countries is starting to shop online to buy and sell things after it worked well in more developed countries. It is also getting better because of new technology. It makes it easier for people to buy things from home by saving them time and energy. This study examined the determinants influencing customer behavior about online purchasing in developing nations such as Pakistan. There are a number of things that can affect how people shop online, such as financial risk, product risk, convenience, the risk of not getting the item, the return policy, damaged items, and the quality of the products. The influence of these and other factors on consumer behavior was evaluated through online shopping. This study utilized random sampling to choose about 230 respondents from Faisalabad, Pakistan's third largest city. A well-organized questionnaire was made to gather information. We used principal component analysis to figure out what characteristics affect how people in Faisalabad shop online. The results indicated that a Kaiser-Meyer-Olkin (KMO) value exceeding 0.50 signifies the appropriateness of the sampling for principal component analysis, while the anticipated Kaiser-Meyer-Olkin (KMO) statistic of 0.720 demonstrates the sufficiency of the factor analysis. We talked about a total of 9 components and 29 constraints of variables that described the main aspects that affected online shopping. But there were three main things that had an effect on online purchasing. The first part was browsing the internet, the second part was convenience, and the third part was saving time.