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E-Shopping Decision Of Women: A Case Study In Selected Region Of Pakistan

Internet shopping trend has been increased over the year globally. Although Pakistan is a late entrant in the world of E-commerce but the immense growth has been recorded over the year. Despite the repaid growth of internet users in Pakistan, the root of internet shopping has not been established. The demographic profile and technology competence affect the buying decisions of people. People having low self-own technology competence are away from internet shopping trend. This study investigated how the personal profile and technology competence were affecting the shopping decision of people. This study focused only on women population and their shopping decisions. The finding of the study shows that the age factor influenced the shopping decision as younger girls attracted more towards e-shopping than elder age ladies. However, the residence of women has no significant effect on their decisions. Results also indicate that, the women having good internet and computer skills are more tend toward e-shopping compare to women with poor internet and computer skills. This study add evidence in previous findings age, personality and technology competence of users are the factors that are contributing in their internet shopping decisions. © 2019 Published by Future Academy www.FutureAcademy.org.UK