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Why not with the flow? A case of online shoppers in Pakistan toward online shopping

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Muhammad Bilal Mustafa, Mishal Nafees, Shafaq Aftab
University of Central Punjab

With the expeditious growth of technology, the Online shopping trend escalates its roots all over the world. In many countries, conventional markets have been shifted to digital markets or still shifting for the sake to make the shopping process more efficient and sophisticated as well as to minimize inputs and maximize the profits. Similarly, today shoppers’ taste has been changed from the traditional way of shopping to online shopping and/or still changing in all over the world because online shopping is more convenient, more effective and cost-saving than the traditional way of shopping. But in Pakistan research highlights that the majority of the shoppers behave differently toward online shopping as comparative to shoppers in western or developed countries, they are still preferring the traditional way of shopping unlike shoppers in western countries. So the aim of this paper is to fill this research gap by addressing this issue as well as to identify the actual reasons behind this contrasting behavior of Pakistani shoppers toward online shopping as comparative to shoppers in western countries. Besides, we also identify those factors that could encourage or discourage shoppers toward online shopping in Pakistan. To address above research problems, we conducted five in-depth interviews and three focus groups, through which we found that “Trust deficit” and “lack of awareness” are the two major reasons behind the contrasting behavior of Pakistani shoppers toward online shopping. Whereas “services quality”, “Product Quality”, “Legislation” and “word of mouth” are the major factors that could encourage or discourage shoppers toward online shopping in Pakistan.

So the aim of this paper is to fill this research gap by addressing this issue as well as to identify the actual reasons behind this contrasting behavior of Pakistani shoppers toward online shopping as comparative to shoppers in western countries. Besides, we also identify those factors that could encourage or discourage shoppers toward online shopping in Pakistan. To address above research problems, we conducted five in-depth interviews and three focus groups, through which we found that “Trust deficit” and “lack of awareness” are the two major reasons behind the contrasting behavior of Pakistani shoppers toward online shopping. Whereas “services quality”, “Product Quality”, “Legislation” and “word of mouth” are the major factors that could encourage or discourage shoppers toward online shopping in Pakistan.

Keywords: Trust deficit, lack of awareness, service quality, product quality, legislation, word of mouth.

II. InTradersUluslararası Ticaret Kongresi Kongre Kitabı
The Second InTraders International Conference on International Trade Conference Book editör: Kürşat Çapraz
İstanbul: Hiperlink Yayınları, 2018.

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