The main headings or areas which will be
covered in the introduction shall be thesis background, purpose, research
questions, limitations of paper and theories. This will give the information
about consumer behavior, online shopping, consumer behavior towards online
shopping and online shopping of electronic goods in Pakistan.
1.1.1 Consumer behavior:
of questions like what consumer want to purchase, how he will purchase, when he
will purchase are easy to identify and known by the sellers yet the answer to
the question that why consumer purchase is very difficult and critical to answer
as consumer behavior varies from person to person because of past experiences,
perceptions, likings, age, lifestyles etc.
definitions to the consumer behavior is identified like “consumer behavior is
the study of any person or entity that why that person behave in a specific way
while doing purchase or after purchasing a specific product or service.
1.1.2 Ecommerce / Online Shopping:
now has become the most feasible and time saving place to purchase the products
but still consumers in Pakistan are quite reluctant about their online
purchasing. Yet this online shopping trend is growing gradually with the
passage of time and awareness created by the employees.
made life easy for the consumers as the people are so much concerned about
time, price and convenience of use and convenience of purchase so E-commerce
has played the role of middle person( retailor) and benefiting the customers no
matter they are current or the potential customers.
1.1.3 Consumer Behavior over
behavior over internet is different the more mature consumers have the ability
to judge things and are able to save the money while the teenagers just
purchase the products of their likings.
1.1.4 Online Shopping in Pakistan:
is the second slowest country which has adopted the online shopping. Firstly
the gifts, flowers and small products like that were purchased from internet.
Still most of the people are reluctant to purchase the online shopping of
electronics in Pakistan than other grocery and physical products.
problem which focused in this thesis is to find out the online shopping
behaviors of the consumers which will be beneficial for the sellers by using
different theories and surveys. Because most of the sellers are not aware of
the consumer behavior impact of their sales because they are not aware of the
values, customs and norms of the consumers which has large impact on the sales.
shopping trend is increasing with the passage of time and because of the
globalization concept so the basic research question will be how consumers behave while shopping online?
research questionnaire, four main segments categorized as general demographics
variables, identified variables, Pakistani consumers concern in online
purchasing and post purchase behavior are highlighted.
many markets of online shopping but this thesis will just focus on goods and the
online consumer behavior towards purchasing of the electronic goods in
Pakistan. Because consumer behavior varies because of the different types of
the goods and products and different variables are used in order to find this
Structure of thesis:
has introduction, method, and theory, analysis of the study, summary and
In order to
find the solution of the problem we intend to use different variables on the
basis on different pas theories of the authors so theories and models are
discussed here, which are consumer mindset model in online shopping, online
buying behavior, factors predicting online shopping, goal oriented online
shopping behavior, experimental online shopping behavior and lastly factors
which are influencing online shopping behavior are discussed.
2.1 introduction to theories:
Different theories on the consumer
behavior are written in the articles of different authors such as Expectation
confirmation theory, Innovative diffusion theory, Technology acceptance model,
theory of planned behavior, theory of reasoned action (Christy M. K. Cheung, 2003, p.
behavior varies as for offline and online shopping but there is increasing
trend is seen in the online shopping of electronics in Pakistan still this
trend in Pakistan is at quite slow pace. The reason of increase in the online
shopping of electronics in Pakistan is because the sellers are now using different
strategies and different ways to promote and motivate consumers to purchase
online electronic goods.
2.2 online shopping behavior:
authors have shown different variables and characteristics of the online
shopping behavior of the consumers because it make them able to know that how
people react or behave while purchasing products online. These variables are
different as for different authors like Turban has defined a model on consumer
behavior online. In this model, electronic environment consist of three
variables the independent, dependent and moderating variables which play the
major role in finding the online behavior of the customers and their purchase
intension towards the specific environment.
2.3 Consumer mind set model in online shopping:
was given by Wurtzburg motivational psychologist. He said that consumer minds
are set by two main aspects by experimenting and by goal oriented mind set.
Goal oriented mindset have more quick responses as they decide quickly while in
experimental mindset people tend to follow their intuitions which are shaped
because of some previous happening of that person or by seeing the experience
of the other person.
2.4 Factor predicting online shopping:
factors which is discussed in various thesis by many authors are lifestyle of
consumer which involves technology perspective, online skills ability to cope
with the online technology. While TAM theory explains that there are two main
variables which affect the consumer behavior and these are perceived ease of
use and perceived ease. Different theories are explained in this thesis and
different factors are also explained which has impact on the online shopping
behavior of the consumers.
2.5 Online purchase intention:
different dimensions are studied or emphasized in online purchasing are Human
computer interaction (HCI), behavioral and consumerist orientations.