Abstract:
In Pakistan, the trend of online shopping is increasing day by day. A branded apparel
website of Pakistan “Khaadi” was chosen for the study. The aim of the study was to investigate the
internet purchasing behavior of Pakistani female consumers, with the specific emphasis on impact of
online risk and trust perceived. An online survey method was used from a well-known website,
smartsurvey.com. The sample consisted of 160 respondents and the data were analyzed using
Structural Equation Modeling (SEM) in IBM SPSS Statistics 20 and AMOS. The findings presented
that the perceived online risk was significantly correlated (r=0.559, P<0.01) with intentions towards
online shopping and trust in online vendors was also significantly correlated (r=0.342, P<0.01) with
intentions towards online shopping. The study concluded that consumers have a positive intentions
towards online branded websites.
