Factors Affecting The Consumer Preference To Buy Online: An Empirical Study On Students of Punjab University, Lahore
This study examines why people still hesitate to shop online and specifies four factors that influence the consumers’ decisions to buy from an online store or
not. Quantitative study has been conducted to test the result from the data which was collected through a survey from 106 students of University of the
Punjab, Lahore. Our regression results show that only two variables i.e. convenience and risk were found significant, effecting the online shopping
preference of consumers. Whereas the other two factors cost and enjoyment are not quite significant to influence the consumer decisions about whether to
shop online or not.