The Lahore Journal
of Business

The Lahore Journal
of Business

Lahore Journal of Business

(HEC recognized journal in “Y” category)

The Lahore Journal of Business is aimed at providing a specialized forum for dissemination of qualitative and quantitative research in various areas of business administration. The LJB invites researchers, policy makers and analysts to submit original theoretical and empirical papers that explore and contribute to the understanding of various areas in the business domain. The Journal aims at bringing together state-of-art research findings, particularly from emerging markets, in various business disciplines including (but not limited to) accounting, banking, management, marketing, finance, investments, human resource management and organizational behavior.

Samra Chaudary, Sehrish Nisar and Muhammad Abdul Rehman

The rapid growth of the Internet and its extended reach has helped developing countries adopt e-commerce, thus enabling consumers to make transactions worldwide. This study identifies the factors related to online shopping and examines consumer motivation and acceptance in this context. We employ exploratory factor analysis, structural equation modeling, and cluster analysis and find that Pakistani consumers behave very differently from consumers in Western countries or countries that have adopted online shopping on a wide scale. While factors such as convenience and trust are seen to affect consumer behavior, other variables such as perceived price and information availability are less importance. The study also examines the reasons for this deviation from typical consumer behavior.