Abstract:
Online shopping is becoming a vital part of the daily lives of the people especially for those who do not have enough time to go out to shop from physical retail outlets from their busy and hectic lives. The research is being conducted for the metropolitan areas of Pakistan that includes Islamabad, Rawalpindi, Multan, Faisalabad, Lahore, Peshawar and Karachi because these peoples have internet access. The research problem was identified on the basis of which research model was developed for the research purpose with three independent variables i.e. website quality, website content and security, and four independent variables i.e. time saving, cost saving, brand familiarity and trust. The data was collected through online questionnaire because of its ease and then results were derived from SPSS via MS excel. Correlation and multiple linear regressions tests were run using the data from the questionnaires to test the hypothesis. Reliability test (Cronbach Alpha) is used to test the reliability of items of the variables used for the collection of the data. The results were achieved by the use of statistical package SPSS which shows that the hypothesis H1, H3 and H4 were accepted while H3 was rejected.
