Pages: 21-52

Abstract

Main aim behind this study is to determine the association between privacy   risk, product risk, convenience risk, and online shopping behavior in Pakistan. For this purpose data were collected from 298 consumers that use internet to purchase goods. PLS-SEM technique used to analyze data for current research. Findings revealed that product risk and privacy risk have significant and negative influence on internet buying behavior. Despite this, convenience risk has negative but insignificant impact on internet buying behavior. The findings of current research give some guidelines to online retailers that regarding these risks that how they can reduce risks and increase online shopping behavior of consumers. At the end, there are some future directions for researchers that they can work on those factors to measure online shopping behavior.