The Impact of E-Commerce on Consumer Buying Behavior in Pakistan
Author(s)
Dr. Masood Hassan , Ali Meesum Tammar Shah Bukhari , Sara Wahid ,
Download Full PDF Pages: 162-176 | Views: 329 | Downloads: 67 | DOI: 10.5281/zenodo.6910885
Abstract
Consumer buying behavior ultimately refers to the behavior of a buyer who purchases things based on his likings while a buyer's choice depends on things such as decision making process, shopping habits and choice of purchasing. In E-Commerce, it is like a vital aspect to look upon. It is looked upon and it should be because it helps at a greater extent in planning, creating and implementing business strategies. This study majorly focuses on how online shopping has entered and started impacting the business world, and investigates the dependent and independent variables regarding the influence of online shopping. Furthermore, this study also aims to reflect upon the aspect of how a decision is taken and what impact it brings to the purchasing decision. To move this forth, the independent variables that were also the major factors of online shopping included product variety, sales promotion, online buying behaviour of customers and shopping orientation while E-Commerce being the dependent variable. Their relationship was examined in this research (i.e, how E-Commerce imposes an impact on Consumer buying behaviour and why). Furthermore, this research was done in order to study the consumer buying behaviour, that is apparently a hypothetical shift that works as per the experiences an individual has; either positive or negative.
Keywords
E-commerce, Online shopping, Shopping orientation, Consumer buying behaviour, Sales promotion.
References
Ahmed, Z., Su, L., Rafique, K., Khan, S. Z., & Jamil, S. (2018). A Study on the Factors Affecting Consumer Buying Behaviour towards Online Shopping in Pakistan. Journal of Asian Business Strategy, 7(2), 44–56.
Anjum, S., & Chai, J. (2020). Drivers of Cash-on-Delivery Method of Payment in E-Commerce Shopping: Evidence From Pakistan. SAGE Open, 10(3), 215824402091739. https://doi.org/10.1177/2158244020917392
Bagga, T., & Bhatt, M. (2013). A Study of Intrinsic and Extrinsic Factors Influencing Consumer Buying Behaviour Online. Asia-Pacific Journal of Management Research and Innovation, 9(1), 77–90. https://doi.org/10.1177/2319510x13483515
Bakos, Y. (2001). The Emerging Landscape for Retail E-Commerce. Journal of Economic Perspectives, 15(1), 69–80. https://doi.org/10.1257/jep.15.1.69
Bashir, D. R., Mehboob, I., & Bhatti, W. K. (2019). EFFECTS OF ONLINE SHOPPING TRENDS ON CONSUMER-BUYING BEHAVIOUR: AN EMPIRICAL STUDY OF PAKISTAN. Journal of Management and Research, 2(2), 1–24. https://doi.org/10.29145/jmr/22/0202001
Berger, J., Draganska, M., & Simonson, I. (2007). The Influence of Product Variety on Brand Perception and Choice. Marketing Science, 26(4), 460–472. https://doi.org/10.1287/mksc.1060.0253
Hassaan Elahi. (2018, June 1). Trends and Impact of E-commerce on Consumer Behaviour and Preferences …. https://www.slideshare.net/hassaanelahi021/trends-and-impact-of-ecommerce-on-consumer-behavior-and-preferences-in-pakistan
Israilevich, G. (2008, December 31). Fixed Costs, Product Variety, and Welfare on the Internet. Papers.ssrn.com. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1321513
Khyzer, M., Dost, B., Illyas, M., Chaudhary, A., & Rehman. (2015). ONLINE SHOPPING TRENDS AND ITS EFFECTS ON CONSUMER BUYING BEHAVIOUR: A CASE STUDY OF YOUNG GENERATION OF PAKISTAN. NG-Journal of Social Development, 5(1). https://www.arabianjbmr.com/pdfs/NGJSD_VOL_5_1/1.pdf
Lancaster, K. (1990). The Economics of Product Variety: A Survey. Marketing Science https://www.jstor.org/stable/183777#:~:text=The%20term%20product%20 variety%20is
Lyons, A. C., Um, J., & Sharifi, H. (2019). Product variety, customisation and business process performance: A mixed-methods approach to understanding their relationships. International Journal of Production Economics. https://doi.org/10.1016/j.ijpe.2019.08.004
Mendez, M., Researcher, D., Dba, Bendixen, M., & Abratt, R. (2015). Sales Promotion and Brand Loyalty: Some New Insights. 2(1). http://www.ijessnet.com/uploades/volumes/1598611483.pdf
Morschett, D., Swoboda, B., Schramm-Klein, H., Ekstrom, K., Brembeck, H., & Goteborg. (2005). Shopping Orientations As Determinants of Attitude Towards Food Retailers and Perception of Store Attributes. 7. https://www.acrwebsite.org/volumes/eacr/vol7/europeanvolume7_3.pdf
Rahman, M. A., Islam, Md. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behaviour towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 5(1). Tandfonline. https://doi.org/10.1080/23311975.2018.1514940
Rahman, S. ur, Khan, M. A., & Iqbal, N. (2018). Motivations and barriers to purchasing online: understanding consumer responses. South Asian Journal of Business Studies, 7(1), 111–128. https://doi.org/10.1108/sajbs-11-2016-0088
Sharma, I., & Avasthi, H. (2019). Retail Sales Promotion in Indian Apparel Industry. 6. http://ijrmbs.com/vol6issue2/anu.pdf
Sinha, P. K. (2003). Shopping Orientation in the Evolving Indian Market. Vikalpa: The Journal for Decision Makers, 28(2), 13–22. https://doi.org/10.1177/0256090920030202
Vasic, N., Kilibarda, M., & Kaurin, T. (2019). The Influence of Online Shopping Determinants on Customer Satisfaction in the Serbian Market. Journal of Theoretical and Applied Electronic Commerce Research, 14(2). https://doi.org/10.4067/s0718-18762019000200107
Wang, G., Ai, X., & Zhong, L. (2019). Managing product variety on online platforms: Consumer heterogeneity and diseconomies of scope https://doi.org/10.1371/journal.pone.0219177
Wenzl, M. (2021, April 26). Online Consumer Behaviour & Ecommerce Expectations [2021]. ShipBob. https://www.shipbob.com/blog/online-consumer-behavior/
What is Online Shopping Behaviour | How to use it? | Benefits. (n.d.). Sightcorp.com. https://sightcorp.com/knowledge-base/online-shopping-behavior/
Wiranata, A. T., & Hananto, A. (2020). Do Website Quality, Fashion Consciousness, and Sales Promotion Increase Impulse Buying Behaviour of E-Commerce Buyers? Indonesian Journal of Business and Entrepreneurship. https://doi.org/10.17358/ijbe.6.1.74
Workman, J. E., & Cho, S. (2012). Gender, Fashion Consumer Groups, and Shopping Orientation. Family and Consumer Sciences Research Journal, 40(3), 267–283. https://doi.org/10.1111/j.1552-3934.2011.02110.x
Zhu, T., Liu, J., & Chen, Y. (2018). Assessing Customer-Based Brand Equity of E-Commerce Platform Based on Promotion Benefits. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1063&context=whiceb2018
Cite this Article: