摘要：E-tailing is a booming trend around the globe and now people are moving from conventional shopping trends toward e-tailing. The current study examines the influence of subjective norms on the online buying behavior of female consumers in a conservative society of Dera Ismail Khan, KP Pakistan. This paper explains the influence of subjective norms such as opinion of friends and family, social position, etc growing trends of online shopping in society, and online shopping problem. The data were collected by self-developed and standardized questionnaire from a sample of 298 female respondents; data were analyzed by using descriptive statistics and Pearson’s correlation. The statistical analysis of the data reveals that in conservative society friends and family opinions play significant role in influencing the ultimate online buying behavior of female consumers..
