Impact of Perceived Risk, Perceived Usefulness and Subjective Norms on Online Shopping in the Context of Pakistan

This study shows the quantitative research of online shopping of customers most likely to purchase products online. This study aims to determine and analyze the relationship between factors influencing online shopping and mediators of purchase intention towards online shopping. The study used the population of Pakistan as a target for customers who prefer to shop online and have purchasing issues. Data was gathered from 279 customers using a questionnaire with the help of Google forms. Smart P.L.S. is used to determine statistical measurements to check the acceptance and supportiveness of the hypothesis. The result supported all hypotheses based on the T-statistics and P-value of this study, concluding that perceived risk, perceived usefulness, subjective norms, and purchase intention as mediators positively affect online shopping. The result confirmed that these factors, along with mediators, directly impact the behavior of online shopping consumers. The outcome of this study can be used as guidance for businesses that mostly operate through e-stores.