Abstract
The core purpose of this study is to revisit the trust of online consumers towards e-retailers in
Pakistan. However, numerous studies have highlighted those factors which are related to online
business rather than human behavior. Although, the study is based on a quantitative research
technique and used a deductive approach. Moreover, the survey strategy chose to collect data. The
close-ended questionnaire was distributed among “300” respondents through a large portion of
respondents from the main city “Karachi” with the help of “purposive sampling” and followed a
cross-sectional pattern. The collected data were evaluated in the smart PLS and executed
“structural equation modeling (SEM)” to analyze data. Besides this, the gathered data were quite
reliable and valid, and also were not found multicollinearity issues. Furthermore, two indirect
relationships and three direct relationships have been found significant. Also, some important
limitations have been underlined like the study used a small sample size of 300. Secondly, because
of time constraints, a cross-sectional time horizon was followed. Though, a larger portion of data
was collected from the main city. Last, the study has some contributions such as introducing a new
conceptual model, highlights essential areas to improve consumer’s online trust.
Maria Saleem , Dr. Munir Hussain, Dr. Amir Adam, Dr. Kashif Riaz . (2021) Revisiting Trust towards E-Retailers among Pakistani Online, KASBIT Business Journal, Volume-14, Issue-1.
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