The Moderating Role Of Subjective Norms Between Online Shopping Behaviour And Its Determinants

Anam Bhatti (1) , Hamza Akram (2)
(1) Universiti Utara Malaysia, Malaysia: , Pakistan
(2) Faculty of Management Sciences, University of Sialkot. , Pakistan


Purpose of the study: Internet buying is raising phenomena rapidly these days. A peep in the exponent progress of players in the trade specifies that there is still an enormous reservoir of marketplace potential for e-commerce. The convenience of internet buying raised the interest of sellers and traders to attention to this area. The advanced level of the internet has changed the nature of trade. Internet buying is critical in these days, and it is associated directly with consumers. Therefore, the present study determines the relationship between risks and online shopping behavior while moderating by subjective norms.

Methodology:  Data was collected by students that buying online, 550 sets of questionnaires used for valid coding and analyzing analysis. Collected data analyzed by using SPSS and Smart PLS to test hypotheses. Results reveal that risks have decreasing effects, and subjective norms enhance online shopping behavior.

Main Findings: The way of information sharing has been changed, domestically, and globally. E-commerce changed our life and the smooth, best solution for a hectic lifestyle—furthermore, this study contributing to knowledge and this topic understanding. The deductive approach and research were quantitative. In addition, the main aim of this study to examine the influence of financial, convenience, privacy risks influence online shopping behavior with the moderating role of subjective norms.

Research limitations/implications: The scholars put their best enthusiasm to contribute to OSB, but static some boundaries in this study. The study attention on online users only, scholars, but disregard non-users. Coming reviews should focus on consumers and non-users and deliberate other elements. In this study, use moderator, upcoming studies can study mediator.

Novelty/Originality of this study: Convenience, financial, privacy risks, online shopping behavior, and subjective norms are the variables of current research. The present study reflects a situation for upcoming researchers who want to study and interested in this area. It can be inferences because of its consequences. This research will be helpful for Govt. to make policies and sellers.

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Anam Bhatti (Primary Contact)
Hamza Akram
Anam Bhatti, & Hamza Akram. (2020). The Moderating Role Of Subjective Norms Between Online Shopping Behaviour And Its Determinants. Innovation Journal of Social Sciences and Economic Review, 2(2), 1–09.

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