Factors affecting online shopping behavior of consumers in Pakistan
Online shopping trend is very popular now days. This process requires a medium for buying goods and services that is internet. There are many factors that can influence consumer's online buying behavior. These factors may vary from individual to individual. Financial risk, product risk, Convenience, Non delivery risk and return policies are key factors discussed in this study. Risk of losing money and financial details has depressing effect on online shopping behavior. Product and convenience risk are essential and considerable risk issues for not shopping online. Key words: Online shopping, Consumer behavior, Pakistan