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| Impact of Financial Risk, Privacy Risk, Convenience, and Trust on Online Shopping With Mediating Role of Consumer Purchase Intention in Pakistan |
Shafique-Ur-Rehman
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Abstract:
The main objective of this study is to examine the impact of financial risk, privacy risk, convenience, and trust on online shopping with the mediating effect of consumer purchase intention in Pakistani context. Nowadays, e-commerce growing rapidly and it encouraged researchers to determine what factors a consumer see to do online shopping. The model of current study developed on the base of theoretical background. To investigate the impact of financial risk, privacy risk, convenience, and trust on online shopping through the mediation of consumer purchase intention, the current study collected data from general public that are mostly bachelor and master degree holders. Data were collected through questionnaire by applying simple random sampling technique and two hundred twenty five questionnaires were distributed among general public of Lahore, Islamabad, and Gujranwala in Pakistan. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) techniques have been used for statistical analysis. Findings elucidated that privacy risk significantly and negatively associated with online shopping. Moreover, convenience and consumer purchase intention have significant and positive impact on online shopping. Furthermore, financial risk and trust have insignificant impact on online shopping. In addition, findings revealed that consumer purchase intention mediates the relationship between financial risk, privacy risk, convenience, and trust. Less attention had been paid to explore the mediating effect of consumer purchase intention among financial risk, privacy risk, convenience, and trust. Limitations of the current study and direction for future study delineated at the end of paper.
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