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| The Effect of Financial Risk and Convenience Risk on Online Shopping Behavior with the Moderating Role of Trust |
Anam Bhatti, Dr. Shahrin Saad, Dr. Salimon Maruf Gbadebo
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Abstract:
The progress of internet has increased the popularity of online shopping in whole world. In Pakistan it was reported that online shopping market size is $70 to $150 and expected to grow 1 billion in 2020. From this conceptual study it is possible to determine that there is still opportunity to recognize and explain consumer behavior and theoretical model and empirical application of this research is one of them, because currently number of people hesitant to buy through internet due to risk concerns and they consider online shopping as a riskiest shopping as compare to other way to shop. This study intends to determine the relationship between financial risk, convenience risk and online shopping behavior with trust as a moderator. Many studies investigated financial risk, convenience risk and online shopping behavior but ignore trust as a moderator. E-commerce in Pakistan facing lot of issues because of these issues online shopping is very low. Therefore, in present study reveal a framework that consist of some risks, if these risks investigated empirically and built trust then online shopping can enhance.
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