THE DETERMINANTS OF CONSUMERS' ONLINE SHOPPING BEHAVIOUR: AN EMPIRICAL ASSESSMENT

The study focuses on the effect of four primary characteristics derived from the literature, including trust, product variety, convenience, and privacy, so as to identify how customer purchasing behavior reflects online shopping trends. The researcher used quantitative research approach to documents responses of respondents. Students attending Thal university & Sargodha university are mostly those engaged in business programme at respective institutions, such as the Department of Business Administration and Noon Business school was accessed to collect the data through questioner. The researchers use structural equational model to test hypothesis of current research, analyze the results and reach the desired conclusion and thus recommending some suggestions. According to the findings of statistical analysis of data, customers trust, product variety, convenience and privacy has statistically significant relationship with the online consumer behaviour. This conclusion is vital for the marketers to facilitate the usage of online shopping platforms in order to save more time and attract more people to buy items online.