Factors Affecting Online Buying Behavior: A Case of Higher Educational Institutions in Vehari, Pakistan

Shoaib Raza; Asad Afzal Humayun; Muhammad Asim Rafique; Shakeel Akhtar

doi:10.58921/jobams.1.1.27

Shoaib Raza MS Scholar, Department of Management Sciences, Comsats Vehari
Asad Afzal Humayun Assistant Professor, Department of Management Sciences, Comsats Vehari
Muhammad Asim Rafique MS Scholar, Department of Public Administration, GC University Faisalabad
Shakeel Akhtar MS Scholar, Department of Management Sciences, Comsats Vehari

DOI: https://doi.org/10.58921/jobams.1.1.27

Keywords: Facebook, buying behavior, educational institutions, Vehari

Abstract

Online buying in Pakistan is a new technology. It has just begun to beat the Pakistan retailing sector with online buying services. It has opened a new horizon in the industry of Pakistan. The process of online buying behavior is kind of similar to traditional shopping behavior except there is no face to face transaction occurred. The aim of this study is to investigate the factors that influence the online buying behavior among students. This study has focused on students from the leading higher educational institutions in Vehari who have the Facebook accounts. A total number of 100 students chosen as respondents but only 92 of them responded to the questionnaire. Statistical Package software for Social Science (SPSS) Version 22.0 was used to analyze the collected data. Reliability analysis, multiple regressions and correlation were applied to this study. The Pearson correlation analysis indicated that perceived risk is a negatively associated with actual online buying behavior whereas attitude and experience have positive relationship with dependent variable. Furthermore, the multiple regression analysis revealed that all the independent variables have significant prediction on dependent variable. It is suggested for future research to look at the way to influence the attitudes of online buyers among student by investigate some other important factors that able to improve their buying behavior in the future.