期刊名称：Liberal Arts and Social Sciences International Journal
电子版ISSN：2664-8148
出版年度：2020
卷号：3
期号：2
DOI：10.47264/idea.lassij/3.2.19
语种：English
出版社：IDEA PUBLISHERS
摘要：Online shopping is one of the latest emerging and revolutionary trends influencing the lives of common people. This research paper examines the relationship between demographic variables and internet exposure which are independent variables with the dependent variables i.e. psychological factors and consumer online buying behaviour. People are now moving from conventional shopping towards web based/online shopping because of which they can buy everything from home. The research paper explains the influence of five psychological variables such as security issues, privacy issues, overcharged, fraud/ hackers and lack of trust over the retailer derived from literature. Data from a sample of 298 female students of public and private sector universities of Dera Ismail Khan were collected through the self-developed and standardized questionnaire. Data were analysed by using descriptive statistics and Pearson’s correlation. The statistical analysis of the data reflects a lack of trust over the retailer and privacy concerns are considered as the most relevant factors affecting female consumers’ online buying behaviour.
