The Moderating Role Of Subjective Norms Between Online Shopping Behaviour And Its Determinants
Abstract
The primary aim of this study is to examine the influence of financial risk, privacy risk, and convenience risk on online shopping behavior in Pakistan, with subjective norms acting as a moderating factor. The study seeks to understand how these risks impact consumer behaviour and how social influences might alter these effects. A quantitative approach was employed, utilizing a questionnaire survey method to collect data from university students who engage in online shopping. A total of 550 questionnaires were distributed, with 522 valid responses returned. The data were analyzed using SPSS and SmartPLS to test the proposed hypotheses and assess the moderating role of subjective norms. The results reveal that convenience risk and privacy risk negatively impact online shopping behavior, while financial risk does not have a significant effect. Subjective norms positively influence online shopping behavior and can moderate the impact of privacy risk, but do not significantly moderate the effects of convenience risk or financial risk. This study highlights the critical role of privacy and convenience risks in deterring online shopping behavior in Pakistan, while financial risk appears less influential. Subjective norms positively influence online shopping behavior and can mitigate the negative impact of privacy risk. These findings underscore the importance of addressing privacy concerns and leveraging social influences to encourage online shopping.
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Copyright (c) 2020 Anam Bhatti, Hamza Akram
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