“Factors influencing consumer attitude towards online shopping in Karachi”

Online shopping is playing a key role in the economic growth of developed countries; however Pakistan is still far behind and has holistic approach towards it. The increasing use of Internet and various online shopping ventures shows the sign of potential growth butnumber of factors impedes the consumer buying behavior at the same time. The current study examined the main factors that influence the consumer attitude towards online shopping and also how to intact and keep the customer motivated is another aspect of thestudy. The research is quantitative descriptive in nature to support the hypotheses regarding the most influencing factor in online shopping from consumer point of view. A questionnaire used on close ended items on a Likert scale starting from strongly agrees to strongly disagree, 130 respondents were answered to the questionnaire including 54 online respondents whereas 76 were approached physically. The research findings provide the insights regarding the consumer attitude that convenience is on top of the chart however many consumer give up their purchases because of security issues, therefore step must be taken in this regard to satisfy the consumer. Besides, the study also shed the light for future direction by keeping in view the customer services factor in particular and the online stores should come up with better strategies in order to build the trust by providing better security while doing online shopping.