Factors Influencing Trust for Online Buying Behavior in Pakistan

Abstract

This paper explores the effect of transaction security, data privacy, guaranteed return policy, and perceived web image on the development of online trust and the effect of the trust on online buying intention in Daraz.PK, one of the most popular e-commerce websites in Pakistan. Based on the previous study, this study fills a gap in the Pakistani context where the problem of trust and awareness is a constraint to the growth of online shopping. The correlational research design was applied in order to gather data on 500 respondents using a structured questionnaire with a five-point Likert scale. Reliability and regression analyses established that all the four factors have significant effect on online trust which has a strong positive influence on online buying intention. The results have emphasized the importance of trust-building factors in improving consumer confidence and increasing the use of e-commerce. It is recommended that businesses should concentrate on safe, privacy-aware and convenient online platforms to increase customer confidence and online shopping habits, which leads to economic development in Pakistan.