Influence on Consumer Behavior towards Online shopping in Apparel Industry in Karachi,

Pakistan

A project submitted in partial fulfillment of the requirement of Asia pacific university for the
degree of Bachelor of BA (hons) in marketing management

13 October 2021
Abstract
Online Shopping or E-commerce hasn now become the most dominant form of shopping across
the world. This study was conducted by Nabeel Hassan Yousfi TP053955 (UC3F2103MKT) , as
a requirement for the completion of BA (Hons) in Marketing Management. This research, is
titled “Influence on Consumer Behaviour towards Online shopping for Apparel in Karachi,
Pakistan”, has been submitted on 15th of October 2021. This study aims to examine the online
shopping behaviour of apparel, among the residents of Karachi, Pakistan. This study is cross-
sectional in nature and relies heavily on questionnaires for data gathering. The data collection
instrument was a Google Forms questionnaire, which was distributed to 100 responders. Further
analysis of the gathered data was performed using SPSS software to provide descriptive statistics
for each item in the questionnaire. According to the data analysis findings and conclusions,
Perceived Benefits and Trust have a substantial impact on apparel online purchasing behavior in
Karachi, Pakistan. According to the Multiple Regression and ANOVA tests, the suggested
hypotheses were supported for both Perceived Benefits and Trust. Simultaneously, these findings
were discussed, and in the last section of the study, theoretical and practical consequences, as
well as a conclusion.
Table of Contents
Abstract ......................................................................................................................................................... 2
Chapter 1: Introduction ................................................................................................................................ 6
1.1 Background of the Study ..................................................................................................................... 6
1.2 Problem Statement ............................................................................................................................. 8
1.3 Research Objectives .......................................................................................................................... 10
1.3.1 General Objective ...................................................................................................................... 10
1.3.2 Specific objectives ...................................................................................................................... 10
1.4 Research Hypothesis ......................................................................................................................... 10
1.5 Significance of the study ................................................................................................................... 11
1.5.1 Theoretical perspective.............................................................................................................. 11
1.5.2 Academic Perspective ................................................................................................................ 11
1.5.3 Managerial Perspective.............................................................................................................. 11
1.6 Scope of the study ............................................................................................................................ 11
1.7 Limitations......................................................................................................................................... 12
Chapter 2: Review of Literature .................................................................................................................. 13
2.1 Introduction ...................................................................................................................................... 13
2.2 Literature Review- DV ....................................................................................................................... 13
2.2.1 Online Shopping ......................................................................................................................... 13
2.3 Literature Review of the Variables.................................................................................................... 16
2.3.1 Perceived Benefits and its influence on Consumer Behaviour towards Online Shopping ........ 16
 2.3.2 Trust and its influence on Consumer Behaviour towards Online Shopping .............................. 17
2.4 Theories and Models......................................................................................................................... 17
2.4.1 Technology Acceptance Model (TAM) ....................................................................................... 17
2.4.2 Theory of Planned Behaviour..................................................................................................... 18
2.4.3 Consumer Trust Internet Shopping Model ................................................................................ 19
2.5 Research Framework ........................................................................................................................ 20
2.6 Summary ........................................................................................................................................... 21
Chapter 3 Methodology .............................................................................................................................. 22
3.1 Introduction ...................................................................................................................................... 22
3.2 Research Philosophy ......................................................................................................................... 23
3.3 Research Approach and strategy ...................................................................................................... 23
3.4 Research choices and Time Horizon ................................................................................................. 23
3.5 Data ................................................................................................................................................... 23
3.6 Instrumentation/Questionnaire ....................................................................................................... 24
3.7 Sources of Data Collection ................................................................................................................ 24
3.8 Sampling ............................................................................................................................................ 24
3.9 Data Preparation ............................................................................................................................... 25
3.10 Sampling Technique ........................................................................................................................ 25
3.11 Target Population............................................................................................................................ 25
3.12 Data Analysis ................................................................................................................................... 26
3.12.1 Descriptive Analysis ................................................................................................................. 26
3.12.2 Reliability Test .......................................................................................................................... 26
3.12.3 Normality Test .......................................................................................................................... 26
3.12.4 Linearity Test ............................................................................................................................ 26
3.12.5 Pearson Correlation Analysis ................................................................................................... 27
3.12.6 Multiple Regression Analysis ................................................................................................... 27
3.13 Ethical Considerations..................................................................................................................... 28
3.14 Conclusion ....................................................................................................................................... 28
Chapter 4: Results ....................................................................................................................................... 28
4.0 Introduction ....................................................................................................................................... 28
4.1 Reliability Analysis ........................................................................................................................... 28
4.2 Descriptive Analysis ......................................................................................................................... 29
 4.3 Frequency Distribution ..................................................................................................................... 30
4.3.1 Gender ....................................................................................................................................... 30
4.3.2 Age ............................................................................................................................................ 31
4.3.3 Budget Range for Online Apparel Shopping for each purchase?............................................... 31
4.3.4 Monthly Income ......................................................................................................................... 32
4.3.5 Time spent online per week....................................................................................................... 32
4.3.6 Period of time spent using the Internet..................................................................................... 33
4.4 Descriptive Statistics of Variables .................................................................................................... 33
4.5 Normality Test .................................................................................................................................. 34
4.6 Pearson Correlation Analysis ............................................................................................................ 37
4.7 Multiple Regression Analysis ............................................................................................................ 38
4.7.1 Model Summary ......................................................................................................................... 38
4.7.2 ANOVA Table.............................................................................................................................. 39
4.8 Multiple Regression Analysis ............................................................................................................ 39
4.9 Summary of the Results based on Hypothesis.................................................................................. 41
4.10 Conclusion ....................................................................................................................................... 41
Chapter 5: Summary, Discussion, Implications, Conclusion, Limitations, and Recommendation for future
research ...................................................................................................................................................... 42
5.0 Introduction ...................................................................................................................................... 42
5.1 Summary of Findings......................................................................................................................... 42
5.2 Implication of Study .......................................................................................................................... 44
5.2.1 Theoretical Implications ............................................................................................................. 44
5.2.2 Practical Implications ................................................................................................................. 44
5.3 Conclusion ......................................................................................................................................... 45
References .................................................................................................................................................. 46
Chapter 1: Introduction
1.1 Background of the Study
The internet's birth and quick expansion as a vital component of human life have had a profound
effect on people's behavior and attitudes globally. This paradigm change, unlike any other
technological revolution, led in the creation of online shopping, which has had a profound effect
on the lives of everyone engaged. Online shopping is the ideal solution to a hectic lifestyle in
today's climate. Over the last decade, there has been a major shift in how people buy. Despite the
fact that individuals continue to purchase in brick-and-mortar businesses, users or consumers
find online shopping quite convenient. Online purchasing saves time for modern consumers, who
are sometimes too busy or unwilling to spend considerable time shopping (Joines et al., 2003).

In the twenty-first century, business and trade have become so diversified that multichannel
transactions and exchanges have happened, and online shopping has increased significantly
around the world (Johnson et al., 2001). E-commerce is the online buying and selling of goods
and services; the internet provides the optimal environment for this technology to flourish. The
growing usage of the internet and technology has increased the volume of transactions conducted
electronically via e-commerce. Online money transfers, supply chain management, and internet
marketing are all examples of e-commerce. It began in Pakistan with the virtual purchase of
online services from other countries and grew into a full-fledged trade in which services were
supplied over the internet and money was sent via credit cards to another country's business.
Globally, e-commerce generated approximately 2.29 trillion dollars in revenue in 2018 (John,
2018) and is expected to reach four trillion dollars by 2020, owing to double-digit growth in
sales of 15% and orders of 13% in all types of e-commerce, including business-to-business
(B2B), business-to-consumer (B2C), and business-to-consumer (B2C) (Zuroni & Goh, 2012).

The advent of the internet has led to the emergence of a new pattern of usual shopping behavior.
Customers are no longer confined to specific hours or places; they may practically purchase
products and services at any time and from any location. The Internet is a relatively new
communication and information-sharing medium that has penetrated our daily lives. As the
number of Internet users continues to rise, so does online shopping.

Unlike in a brick-and-mortar store, online sellers describe every item with text, photos, and
multimedia materials. Numerous online firms include links to an abundance of extra information
about their items. On the other hand, some online buyers are brave explorers, thrill seekers, and
those who detest waiting for something. As a result, online consumer behavior (user activity
during product search, purchase, and use) has developed as a contemporary research topic for an
increasing number of academics interested in comprehending the unique characteristics of online
shopping.

Managers are now capitalizing on e-commerce's and its possibilities. Seeing several feasible
solutions to Pakistan's declining commercial sector, a large number of firms have purchased and
expanded their operations via the use of e-commerce. E-commerce has developed into one of the
most powerful marketing and sales platforms available. Through e-commerce, you may purchase
everything that is available on the internet.

Consumer attitudes and behaviors toward online purchases are frequently shaped by two factors:
trust and perceived benefits. As a result, trust and perceived benefits appear to be significant
predictors of customer behavior when it comes to online shopping. Additionally, the quality of
the information, the item's characteristic, the website's design, transaction capacity, payment,
security/privacy, delivery, self-consciousness, state of mind, consumer time sense, and customer
service are all significant determinants of online purchase pleasure.
Critical understanding of consumer behavior in the technical environment, as in the physical
world, is achievable if the variables impacting purchase decisions are ignored or are clear. For
instance, internet buyers' worries about not being able to check products before to purchase are
acknowledged as critical factors in direct purchase decisions. As a result, several research have
asserted that consumers' purchasing behavior in online retailers may be considerably different
from that in brick-and-mortar businesses. More online buyers and regular Internet purchasing are
likely to be marketed more frequently, which increases their trust in the website for the less
widespread online consumers and sellers. It's self-evident that different electronic markets have
unique features. If electronic techniques ignore fundamental realities about customer behavior,
more than promises and marketing electronic in this context firm to customers will go unfulfilled
(Boatwright & Nunes, 2001).

Numerous sorts of companies have benefited from e-commerce by increasing their sales and
maintaining direct touch with their customers without the need for a third party to act as a
middleman. E-commerce has made a significant contribution to the globalization of businesses
around the world. Businesses may simply promote their goods globally and create a sizable
market for it.

According to (Kuester, 2012), "consumer behavior is the study of individuals, groups, or

organizations and the processes they use to choose, receive, and discard items, services,
experiences, or ideas that fulfill needs, as well as the impact these processes have on the
consumer and society." Each consumer's behavior is unique, determined by their purchasing
habits and preferences, which are influenced by psychological and social aspects that affect the
purchase decision-making process (Brassington, F. and Pettitt, S., 2000). "Even when we change
our ideas, we are unconscious of it. And the majority of people, after altering their minds,
reconstruct their former perspective - they believe they always believed that".

1.2 Problem Statement

Pakistan is recognized as the world's second-slowest adopter of internet-based purchasing trends.
In Pakistan, 25% of online shoppers are interested in computer hardware, 18% in clothing, and
38% are either hesitant to make an online purchase in the next six months or want to do so. In
Pakistan, social media has little influence over internet users. Another important factor is that the
majority of people in this region have had a negative experience with online shopping. The
internet shopping frenzy that began in Pakistan with the delivery of Valentine's Day flowers,
gifts, and cakes on New Year's Eve and birthdays has matured. Pakistanis avoid posting financial
information online, such as bank account and credit card numbers, to avoid fraud and identity
theft. As a result, customers generally hesitate to spend money online prior to physically seeing
the items. Another point of contention is the absence of bank support and other convenient
methods such as PayPal.

According to (Statista, 2020), customer behavior in online buying in Pakistan indicates that 55%
of consumers prefer to see their purchase prior to making it. 35% of online buyers are high-
income households, and 58% of customers conduct online research before making a purchase.
As of 2019, net sales from e-commerce in Pakistan exceeded $2 billion, with clothing and
fashion being the largest sector. In terms of development potential, the Pakistani e-commerce
market is expanding at an average rate of 27% each year (2019-2024). Pakistan's e-commerce
sector will reach around US$7 billion in absolute terms by 2024. 65 percent of the top 100
internet retailers in Pakistan are engaged in apparel and fashion.

This study will examine the elements that affect customers in Karachi, Pakistan, when it comes
to their online purchasing behavior in the clothing industry. Thus, it is critical to obtain sufficient
information and insight into how elements such as perceived benefits and trust impact and
influence consumer behavior while buying apparel online in Karachi, Pakistan's clothing sector.
Consecutively, surveys with a sample size of 100 people across Karachi's evenly dispersed
municipalities and districts would be performed to acquire a better understanding and to support
or disprove any theory.

Thus, after determining the significance of the study's deciding variables, recommendations will
be made based on the research findings and final conclusions. Clearly, in order to accomplish the
stated aim, it is important to identify precise objectives, which are addressed by acute research
questions, which resulted in the creation of a few hypotheses that will be evaluated quantitatively
and qualitatively through the gathering of relevant primary data.
Previous research has concentrated on the comparative analysis of customer behavior toward
online and traditional purchasing in Pakistan, with an emphasis on industries such as electronics.
The research gap in this field is that not enough work and emphasis has been expended on
establishing the effect and relationship that variables have on customer purchasing behavior
when it comes to online shopping in the garment sector. To achieve the best findings, this
research narrows it down to the textile and apparels industry in Karachi, Pakistan for clarity and
a theoretical and academic approach.

1.3 Research Objectives

1.3.1 General Objective
The general objective of the study is to investigate the factors that influence customer behavior
in online shopping in the apparels industry of Karachi, Pakistan.

1.3.2 Specific objectives

The specific objectives of this study are:

a. To examine the influence of perceived benefits towards consumer behavior when

shopping online for apparels in Karachi, Pakistan.
b. To examine the influence of trust towards consumer behavior when shopping online for
apparels in Karachi, Pakistan.
c. To provide an understanding to the concept consumer behavior and to highlight the need
and importance of Consumer Behaviour.

1.4 Research Hypothesis

H1 There is significant influence of perceived benefits on consumer behavior when shopping
online for apparels in Karachi, Pakistan.

H2 There is significant influence of trust on consumer behavior when shopping online for
apparels in Karachi, Pakistan.
1.5 Significance of the study
The significance of this study is to contribute towards a new research based on analysing the
factors influencing consumer behavior when shopping online in the apparels sector in Karachi,
Pakistan and identifying the relationship between them. Therefore, this study will be helpful and
acts as a benchmark for the business community looking for quality information on online
shopping, from a theorist, academics and management perspective.

1.5.1 Theoretical perspective

The theoretical perspectives of this research are significant, as the contribution of this research
will fill the knowledge gap of academics. This is because, there has been several researchers
focused their studies on online shopping behavior as a comparative research , but few of them
studied pertaining its implications of influences and its relationship with consumer behavior
when shopping online in the apparels sector particularly when it is the largest subset or category
in which consumer prefer to conduct shopping online.

1.5.2 Academic Perspective

Similarly, with the theoretical perspective, this thesis will contributes towards knowledge on
shopping behaviour of consumers purchasing apparels online in Karachi, Pakistan. Therefore,
through this research, students, academics and researchers will benefit immensely, by having a
better understanding on this subject matter, influences on consumer behavior due to
aforementioned factors for online shoppers. Overall, this study will be useful for future related
studies.

1.5.3 Managerial Perspective

From the managerial perspective, this research will benefit many e-commerce platforms and
companies collaborating with start-ups which plans to contribute in online shopping field. It
gives them an overview of how online apparel shopping is affected by the influences on
consumer behaviour.

1.6 Scope of the study

Instead of focusing on millennials online shoppers as a whole, which has been the practice of
prior research, this study concentrates on all aspects of online shopping and how consumer
behavior towards them are influenced by factors such as perceived benefits, trust and
demographics, specifically in the apparel sector of Karachi, Pakistan. This study is going to be a
quantitative research, and respondents are going to give their response based on interpretation of
this research. Moreover, the reliability of this study, will rely on the honesty of the respondents
to answer the questionnaire honestly and fairly, so as to reduce biasness on this study.
Additionally, the data analysis will be conducted, which is specialized in data analysis software,
that generates the results through charts, graphs and histogram.

1.7 Limitations
Due to resource constraints and the adverse effects of the pandemic, this survey will be carefullt
and cautiously conducted in Karachi, Pakistan and will target online shoppers. In addition to that,
respondents of this research must give honest and have a fair consensus, while filling up the
questionnaire of this study, so as to reduce biasness and make this research information more
reliable. Also, the findings of this study must not be generalized as whole, as it is only restricted
to a small number of sample populations in Karachi, Pakistan and the results obtained from this
study to be unique . Time constraints can also be regarded as a limitation of this study. In terms
of data analysis, the limitations can be in terms of: Collection of data, analysis of open-ended
question, give the variables value in the specific software that will be used.
Chapter 2: Review of Literature
2.1 Introduction
This chapter includes a thorough review on the available literature on the study of the influences
on consumer behavior when shopping online for apparel in Karachi, Pakistan. There are two
independent variable (IV) in this study, namely, perceived benefits and trust that are to be the
influencing factors towards consumer behavior when shopping online shopping which is the
dependent variable (DV).

2.2 Literature Review- DV

2.2.1 Online Shopping
According to (Vesterby & Chabert, 2001), the internet can make it easier for businesses to
communicate with potential clients about their products and services. A business may meet the
particular information requirements of its clients at a lower cost per report for product catalog
shipping. According to (Vesterby & Chabert, 2001), businesses without a physical presence must
heavily market themselves online and offline in order for customers to remember their names.

Thanks to information technology, online buyers have unprecedented access to information

products and services from all over the world and from a number of sources other than the
product seller. Customers have requested increased control, decreased effort, and increased
efficiency while buying as a result of reduced shopping time, limited information processing
skills, and the explosion of information on the web [Jarvenpaa and Todd, 1997]. To respond to
their demand for control and convenience, online merchants must develop an efficient system
that enables customers to easily locate what they need, learn more about it, and make a purchase
decision quickly [Baty and Lee, 1995].

Consumer behavior varies significantly when it comes to physical and online components.
According to (Dasgupta, 2006), online customers exhibit two unique features based on their
personalities: a) a manifestation of offline customer behavior and b) a distinct mode of action. He
finishes by stating that virtual communities have a substantial influence on online consumer
behavior.

Previous study in the field of marketing management has examined risk perception in order to
get a better understanding of customer purchasing behavior (Taylor, 1974; Spence et al., 1970;
Woodside, 1974). (Taylor, 1974; Spence et al., 1970; Woodside, 1974). In the Internet
purchasing realm, (Bhatnagar et al., 2000) identified two distinct types of risk: product category
risk and financial risk. Product category risk is focused with the product itself and is associated
with customers' views of the product's ability to live up to their expectations. The Internet as a
safe conduit for clients to make purchases entails financial risk. If there is a risk of money being
lost as a result of credit card fraud, it engages in the transaction.

According to (Chisnall, 1995), human desires and motivations are inextricably linked, and their
relationship is so close that it is hard to define the precise distinction that separates them. While
individuals may acquire new coats to protect themselves from the weather, their primary motive
may be to stay current on fashion trends.

(Monsuwe et al., 2004) developed a framework for their research that aided customers in
comprehending their views toward online shopping. Consumer psychological characteristics
differ from attitudes and beliefs, which are mostly affected by education and prior experience.
Buyers that are price sensitive are primarily concerned with finding the best deal or getting the
best value for their money while shopping online (Bellenger & Korgaonakr, 1980).

(Monsuwe et al., 2004) compared traditional and online shopping, concluding that online
shopping is more convenient than traditional shopping for making purchases. This has mostly
established that the internet helps customers to obtain more information with the least amount of
effort, convenience, and time commitment.

(Smith & Rupp, 2003) conducted research and determined the factors that impact consumer
behavior. Concerns have been raised about the marketing effort, sociocultural influence,
emotional component, psychological factor, and privacy issue, as well as the experience,
purchase, and post-purchase decisions. Additionally, they demonstrate that psychological factors
like as perception, motivation, personality, attitudes, and emotions influence customers.

Price is an incentive for customers, as well as a communicator, negotiator, and competitive

weapon. The customer may use price to evaluate products, determine relative value for money,
and determine product quality. This factor is believed to have a substantial influence on customer
behavior when it comes to internet purchasing (Brassington & Pettitt, 2000).

(Jarvenpaa, & Todd 1997) established a model of Internet shopping attitude, behavior, and
intention to purchase in general. Numerous indications are incorporated in the design, which are
separated into four categories: product value, website quality services, shopping experience, and
risk perception associated with online purchases. (Chang, Cheung, & Lai, 2005) examined many
factors affecting online purchasing behavior.

In their investigation, they classified the traits into three broad categories. The first consideration
is the perceived features of the web sale channel, which include risk, online purchasing
experiences, advantage, service quality, and trust. The second category includes risk mitigation
strategies, location factors, and product characteristics; the third category includes consumer
qualities. Consumer characteristics are influenced by a variety of factors, including demographic
demographics, consumer purchasing preferences, consumer innovativeness and psychological
elements, as well as computer and Internet competence and usages.

Consumer perceptions of online shopping are frequently shaped by two factors: trust and
perceived benefits (Hoque, Ali, & Mahfuz, 2015). As a result, it looks as though client behavior
toward online purchases is motivated by trust and perceived benefits (AlDebei, Akroush, &
Ashouri, 2015; Hajli, 2014). Additionally, information quality, merchandise attributes, website
design, transaction capability, payment, security/privacy, delivery, self-consciousness, state of
mind, consumer time perception, and customer service are all significant predictors of online
shopping satisfaction n (Katawetawaraks & Wang, 2011; Liu, He, Gao, & Xie, 2008; Mudambi
& Schuff, 2010; Novak, Hoffman, & Yung, 2000; Shergill & Chen, 2005; Sorce, Perotti, &
Widrick, 2005).

2.3 Literature Review of the Variables

2.3.1 Perceived Benefits and its influence on Consumer Behaviour towards Online Shopping
Online shopping may be considered an invention in Pakistan. Perceived gains are referred to as
relative advantages in the context of inventions. According to (Rogers, 1995), relative advantage
relates to the extent to which an invention is thought to deliver more benefits than the innovation
it follows. (Wu, 2003) defined perceived benefits as the aggregate of benefits that satisfy a
consumer's criteria or wishes, a notion comparable to that of relative advantage but tailored to the
context of online purchase. Additionally, (Kim et al., 2008) defined perceived benefits in this
context as "a consumer's perception of how much better off he or she will be as a consequence of
an online transaction with a certain website." Previously, (Rogers, 1995) demonstrated that an
invention's perceived relative advantage, as measured by economic profitability, social prestige,
and/or other benefits, is a critical factor in the decision-making process for innovation adoption.
According to (Eastin, 2002), e-commerce offers economic advantages, time savings, and overall
ease. In this study, we define perceived benefits as convenience and time savings, and so
examine this construct from a utilitarian perspective. Indeed, online buying enables users to
purchase products and services anytime and from any location. When consumers purchase
online, they may also enjoy window browsing, gathering information, and comparing prices
simply and without feeling rushed to buy. According to prior research, one of the primary factors
affecting adoption decisions is the perceived benefits of online buying over traditional retail
purchase (Margherio, 1998; Eastin, 2002; Zhou et al., 2007; Kim et al., 2008). As a result,
perceived benefits of online shopping act as significant motivators for customers, assisting in the
development of a favorable attitude toward online shopping. The more benefits users see from a
website, the more likely they are to have a favorable attitude about online buying. Prior research
on e-commerce has underlined the critical role perceived benefits may play in understanding
buyer sentiments (Kim et al., 2008; Delafrooz et al., 2011; Liu et al., 2012).
2.3.2 Trust and its influence on Consumer Behaviour towards Online Shopping
Because cyberspace is so ambiguous and changeable, trust has been presented as a direct
predictor of opinions (Gefen & Straub, 2003; Hassanein and Head, 2007; Lin, 2013). Given the
concepts of complexity and multidimensionality (Hassanein & Head, 2007), the relevant
literature has several definitions of trust. For instance, (Barney & Hansen, 1994) described trust
as "a shared conviction that neither party to a transaction would take advantage of the other's
shortcomings." (Mayer et al., 1995) defined trust as "a party's willingness to be susceptible to the
acts of another based on the expectation that the other would perform a specified action
necessary to the trustor." Additionally, trust may be described as an individual's confidence in
the trustworthiness of others, which is based on their perceived integrity, compassion, and
competence (McKnight et al., 2002). Simply put, "trust" is an expectation that others will not
behave opportunistically and that the seller would adhere to the terms of the transaction
(Ganesan, 1994). Regardless of the many definitions, trust is typically viewed as critical in
online environments owing to the inherent dangers (Van der Heijden et al., 2003). Trust has been
highlighted as a critical component of e-commerce in general (Abbad et al., 2011) and online
shopping in particular in Asian countries such as Pakistan (Faqih, 2011). According to (Abbad et
al., 2011), one of the primary impediments to e-commerce in countries like Pakistan is lack of
trust and security. Earlier study on e-commerce has stressed the importance of trust as a
determinant in an individual's attitude or purchasing intention.

2.4 Theories and Models

2.4.1 Technology Acceptance Model (TAM)
The technology acceptance model (TAM) is used to describe and anticipate how a person would
embrace information technology. Additionally, this concept is built on the concept of reasoned
action, which asserts that social conduct is motivated by attitudes and intentions. External
influences have an effect on internal beliefs, attitudes, behavioral intentions, and technology use.
TAM also considers perceived usefulness and perceived ease of use. External forces exert an
influence on both of them. The writers refer to personal differences, role relationships,
employment duration, education, experiences, and training as external factors. The bulk of them
exhibit both personal and demographic characteristics (Li & Huang, 2009).
IT usage is defined by TAM as the direct outcome of behavioral intent to use. Originally
designed for use in the office, further study found that it could also be used to analyze internet
purchasing habits. According to several research, the model should be enlarged by adding more
variables in order to enhance its specificity and explanatory power. While some research has
extended the theory to examine behavioral intentions toward online purchases, little work has
been done to connect the theory to post-purchase intentions such as loyalty and the importance of
justice in online purchasing (Chiu et. al, 2009).

2.4.2 Theory of Planned Behaviour

A component of the idea of reasoned action is the concept of planned conduct. Additionally, it
has a component called as perceived behavioral control. It is the consumer's subjective
assessment of how difficult it is for the customer to generate the desired action (Hansena, Jensen
& Solgaarda, 2004).

Individuals' conduct is influenced by their behavioral aim and perceived behavioral control.
Behavioral intention is influenced by one's attitude toward conduct, subjective norm, and
perceived behavioral control. When engaging in the action, the attitude expresses good or
negative feelings. Prior to participation, the subjective norm is one's perception of other people's
opinions. Perceived behavioral control relates to an individual's impression of the opportunities
or resources required to engage in activity (Hsua et al, 2006).

People purchase clothing to accomplish practical goals and to connect with others. As a result,
societal norms have a significant impact on how people shop for clothing. This is also true while
shopping for clothing online. According to (Nicovich & Cornwell, 1998), the Internet began as a
communication medium but has since developed into a social organism.

According to many research, consumers place a higher premium on perceived advantages when
purchasing clothing online than they do when purchasing it in-store. As a consequence,
customers engage with one another via reviews and chat services in order to get normative
standards. Additionally, perceived behavioral control must be taken into account, since
customers do not buy for clothes online just out of want, but also because they possess the
appropriate skills, opportunities, and resources. Additionally, when clients buy for clothes online,
they incur opportunity costs, demanding the use of cognitive resources to make judgements
about associated attributes. This, in turn, may result in the development of emotions toward the
conduct in issue (Hansena, Jensen & Solgaarda, 2004).

According to (Azjen, 1991), theory of planned behavior was developed as an extension of theory
of reasoned action to address actions over which individuals lack sufficient volitional control.
Beliefs about the significance of Internet purchases, as well as the motivation to comply, will
influence the desire to purchase clothing online. Beliefs about having the opportunity and
resources necessary to do online shopping have an effect on purchase intention and behavior
(George, 2004).

2.4.3 Consumer Trust Internet Shopping Model

CTIS and its predecessors are a concept based on buyer trust while buying online (e.g. for
clothing). The four primary classes of its trust ancestors are as follows: (1) dependability of the
Internet vendor; (2) dependability of the Internet shopping medium; (3) logical components of
Internet purchasing; and (4) other variables not covered by the aforementioned trust
predecessors. Additionally, the effect of these precursors on buyer trust in relation to Internet
shopping is determined by the individual's trust inclination, which is an identity quality of the
individual purchaser; while the CTIS system acknowledges that it is not exhaustive of all
possible predecessors, it asserts that the model captures the essential arrangement of trust
predecessors.

2.5 Research Framework

Consumer Behaviour
Perceived benefits Online Shopping

Trust
2.6 Summary
To summarise, literature from previous studies and research have been used along with findings
in order to support the relationship that exists in the influence of consumer behavior between
trust and perceived benefits when shopping online for apparels in the city of Karachi, Pakistan.
Chapter 3 Methodology
3.1 Introduction
Methods of data gathering and statistical techniques based on data collection will be employed in
this chapter. It will also go through the research design process, which included several levels.
(Saunders et al., 2009) proposed the Research Design method and structure based on the
Research Onion process. The first layer depicts an adopted research "philosophy," while the
second is a research "method" derived from the accepted research philosophy. Layer three
denotes the research "approach" employed in the study. Layer four depicts the study "option"
that will be employed. The next layer specifies the research's "time horizon." The last layer, layer
six, displays the ‘techniques and processes' utilized in the data collecting process.

The researcher will use positivism's ideology and the logical technique based on this diagram. In
this study, a survey approach will be utilized to gather and analyze data, therefore a quantitative
research method will be used. Due to time constraints, the questionnaire will be the primary data
collection instrument, and the temporal horizon of this research is regarded cross-sectional. Each
stage of the research process is covered separately in this chapter in sequential sections (Bougie,
& Sekaran, 2016).

3.2 Research Philosophy

The research philosophy serves an essential purpose in the study of the research; the
philosophical approach chosen defines the assumptions that contribute to the research technique
(Aruna & Anitha , 2015). Philosophy's characteristics include three modes of thought: ontology,
epistemology, and axiology. Ontology relates to the actuality of research, whereas epistemology
refers to the appropriateness of knowledge and axiology refers to research judgment.
Furthermore, positivist paradigm approaches are used in this study since statistical analysis is
used, which compels the researcher to limit data gathering in order to fulfill the research
objectives (Rose, 2014). This implies that the researcher is employing objective facts based on
data observation in order to get the desired findings for the study. To do this, hypotheses are
advanced and theories are utilized to validate the usage of variables (Saunders et al., 2016).

3.3 Research Approach and strategy

In this part, a deductive method will be used for this study; this research will require the
development of theories, tactics, and hypotheses (Bisk, 2015). The deductive technique will be
the most appropriate way of analysis for exploring research issues and objectives. In addition, the
survey will be used as a technique to acquire required data from respondents, which will be
linked to deductive methodologies. This approach is commonly employed since it is a
straightforward and cost-effective way to collect huge amounts of data (Abbas, et al., 2014).

3.4 Research choices and Time Horizon

To examine and fulfill the aims of this research, a quantitative technique was used. The
quantitative data obtained sought to investigate the connections between variables for
explanatory study. Due to financial and time constraints, the chronological range of this research
is considered cross-sectional (Sheeran, 2012).

3.5 Data
This quantitative study will collect primary data from respondents using a Google
Forms questionnaire. This primary data will be used primarily to address the study questions and
goals. The main advantages of this technique are that it allows the researcher to collect particular
data that is required for analysis and achieving the research's goal (Elangovan, 2015).
3.6 Instrumentation/Questionnaire
For this study, primary data was gathered through questionnaire responses to particular topics
established in the questionnaire. The questionnaire for this study was adapted from the sources
listed in the table below. This study's questionnaire is divided into five sections with a total of 28
items. Section A includes respondent demographic characteristics, which are (Gender, Age,
Online Apparel Budget Range for each purchase, Time spending on web surfing per week etc.).
Whereas section B comprises measurements of the dependent variable (Online Shopping
Behavior) and independent variables (Trust, Perceived Benefits), each variable will utilize a
Likert scale as an indicator, which ranges from: The scale of 1=Strongly Disagree to 5=Strongly
Agree is used to assess each variable of this research that this section thinks the most relevant.
The online survey questions will range from "Strongly Disagree" to "Strongly Agree," in order to
offer more realistic and accurate numbers in the context of Trust and Perceived Benefits, as they
relate to online clothing purchasing behavior.

3.7 Sources of Data Collection

This study employs many means of data collecting after the sample is chosen and the
questionnaire is created, with the internet being one of the methods of data collection. Because of
time and money constraints, the data for this study will be gathered over the internet and sent to
residents of Karachi's many districts, as well as male and female adults in Karachi, Pakistan. In
this study, about 100 questionnaires will be distributed and responses will be collected. This
study's input was gathered by direct distribution using Google form and collect technique.

3.8 Sampling
Because it was impractical to obtain data from the whole population for this study's research
issue, a sample was chosen. This was significant for this study due to the use of questionnaires as
a data gathering tool. The sample method was chosen because it saves time, which is crucial
given the author's restricted time for this research, and because the organization of data
collecting is more manageable with fewer individuals engaged. To establish the proper sample
size for this investigation, the researcher utilized a non-probability sampling approach. As a
result, the suggested size for online buyers in Karachi, Pakistan is 100. According to
(Tabachnick & Fidell, 1996), the rule of thumb for factor analysis is 300 instances or 50
respondents per variable. Furthermore, for most studies, the sample size should be greater than
30 but less than 300. As a result, the sample size for this study is 100. As a result, 100
participants agreed that the sample size is adequate for this investigation.

3.9 Data Preparation

This study's data was prepared by logging data from a representative sample of the population,
checking it for accuracy, and transferring the Google form data into a computer and transforming
it into SPSS data to have the various measures from the SPSS database structure and
documenting it in this study. Furthermore, the aim of the obtained data is to examine the
hypothesis of this research, which is carried out using various SPSS tests. From the start of data
collecting to the finish, the procedure included first preparing the questionnaire, then distributing
it to the study's sample size, then transferring it to an excel sheet, and finally translating it into an
SPSS file for the tests to be performed (Saunders et al., 2009).

3.10 Sampling Technique

Sampling is a key process for auditing and statistical analysis of big databases that involves
picking a subset of the population to estimate the population at a reasonable cost (Taherdoost,
2016). There are many other types of sampling methods, but Convenience Random Sampling
will be used in this study. This sampling method is also known as an opportunity sampling, and
it is a non-probability sampling method that usually involves drawing a sample from a portion of
the population that is close to hand. It is also an excellent sampling method for pilot testing.
Because the surveys will be sent to my university friends, family, and families, convenience
random sampling will be employed. Because of their ease, accessibility, and proximity to the
researcher, these people will be the target demographic (Saunders, et al, 2012).

3.11 Target Population

This study's target group consists mostly of Pakistani online shoppers. Respondents were
primarily Pakistani, as well as male and female online shoppers and adults. As a result, the
targeted respondents come from a variety of vocations, backgrounds, and purchasing power,
allowing for more accurate and full information about online shopping.
3.12 Data Analysis
3.12.1 Descriptive Analysis
Descriptive analysis describes and summarizes the key features of the data collected in
responses. It also refers to the easy transformation of the materials in this research by defining
the fundamental features such as frequency, measure of central tendency, and other demographic
segments. Typically, frequency is generated from categorical factors such as race, education
level, or offering preferences, among others. As a result, a frequency can provide a table of
frequency, percentage, and cumulative percentages for all values. As a result, it is critical in data
analysis since it converts the survey results into useful information that is applicable to all
persons (Kaushik & Mathur, 2014).

3.12.2 Reliability Test

The reliability test is critical for obtaining a standardization measure, which will then determine
if all of the variables' components are trustworthy. The reliability test is used in this study to
evaluate the test technique. Because it is a basic instrument that may be used in conjunction with
other measurement equipment. It also pertains to whether or not the various parts in the scale are
meaningful. (Nunnally, 1981) states that the Cronbach alpha value should be more than 0.7 to
demonstrate that the variables included in the questionnaire are trustworthy. As a result, the
Cronbach alpha value of this study must be equal to or better than 0.7 in order to demonstrate
that the items on the scale are trustworthy enough to be evaluated and proceed with the entire
search (Osadebe & Nunnally, 2015).

3.12.3 Normality Test

The normality test, together with the histogram of residuals and the normal probability plot, is a
critical test for evaluating if the data has been regularly distributed (p-p plot). Thus, the
researcher will be able to verify the normality of the error-term assumption using these two
histograms and plots. Furthermore, the residuals histogram may be regarded as a bell-shaped
representation of a normal distribution, but the p-p plot tends to closely sit across the diagonal
line, suggesting the normalcy distribution of this study data (Hair et al., 1998).

3.12.4 Linearity Test

A partial regression graph was utilized to evaluate the connection between a single independent
variable and the dependent variable in order to confirm the linearity assumption (Hair et al.,
1998). The scatter plot's random pattern shows that the linearity condition has been met (Hair et
al., 1998).

3.12.5 Pearson Correlation Analysis

Correlation Analysis is a technique used to discover existing relationships between IV. The
relationship's direction is indicated by positive (+) or negative (-) marks. According to (Hair et
al., 2015) and (Sekaran, 2006), the correlation value is between -1.0 and +1.0, with -1.0 denoting
a perfect negative or negative association and 0.0 denoting no relationship. While +1.0 denotes a
completely good or positive connection. The bivariate correlation method of Pearson correlation
was used in this study to examine the connection between the dependent variable and the
independent variables.

Interpretation of Correlation Indices (Bryman and Bell, 2015)

3.12.6 Multiple Regression Analysis

Regression is based on the assumption that all variables have a normal distribution. The
distribution of non-normal variables (extremely asymmetric variables, kurtosis, or variables with
large outliers) can have an impact on relevant connections and tests. The correlation coefficient r
indicates the strength of a relationship between two variables, however it cannot explain the
change in the dependent variable when the dependent variable is thought to impact it
simultaneously. When the variables regress jointly on the dependent variable to explain the
differences between the separate correlations, the multiple correlation is used. Multiple
regression analysis was performed to determine the significance of the connection between the
independent and dependent variables.
3.13 Ethical Considerations
The sort of agreement that the researcher signs with the consent of the respondent is referred to
as research ethics. There are ethical considerations to be made in order to conduct this research
in an ethical manner. First and foremost, the respondents' privacy and confidentiality would be
protected. Second, responders will not be forced to complete the questionnaire and will have the
option to unsubscribe at any moment. Finally, after consenting to engage in the questionnaire,
respondents must offer honest and genuine responses.

3.14 Conclusion
The study framework and methods on research design, population, sample size, research tools,
data collecting processes, and statistical techniques are addressed in this chapter. The current
investigation is a correlation research, which investigates the relationship between variables.

Chapter 4: Results

4.0 Introduction
This chapter contains data analysis tests, in which the variables have been discovered and
addressed in the literature study by previous researchers. Thus, after the distribution of
questionnaires to respondents, this chapter will concentrate on the analysis using different spss
tests, as well as the comprehension of each dependent and independent variable. The
demographic test is an SPSS test that determines the frequency of responses and the Gender,
Age, Online Apparel Budget Range for each purchase, weekly time spent online, and length of
time respondents have been using the internet. Following that, there is a reliability test, a
normality test, and a multiple regression analysis, all of which are discussed in more detail later
in this chapter.

4.1 Reliability Analysis

Based on the respondents' responses, a reliability test will be conducted using SPSS in order to
determine the Cronbach Alpha, which aids in the process of identifying random errors, while
also defining the variables' reliability based on the discovered analysis, and the closer it is to 1,
the more reliable the variables' items, as stated by (Zikmund et al., 2013). The table below
provides the reliability results of this study.

The reliability data for this research indicated that all of the variables' Cronbach's alpha values
above 0.6, with online shopping behavior (OSB1) having a value of 0.8641, perceived benefits
(PB1) having a value of 0.7032, and trust (TS1) having a value of 0.7175. Thus, all of the above-
mentioned variables were deemed to be reliable for this study, and the instruments used in this
study may be used to further analyze and investigate this research.

4.2 Descriptive Analysis

Through the demographic section of the survey, descriptive analysis is used to evaluate
respondents' Gender, Age, Online Apparel Budget Range for each purchase, weekly time spent
online, and length of time respondents have been using the internet. To ensure a valid survey,
100 sets of questions were sent to gather and analyze the results.
4.3 Frequency Distribution

4.3.1 Gender

Based on the chart above we can see that of the 100 respondents surveyed, 64% and 64 male
responses were recorded. Female respondents were 36 with 36% being the remaining percentage
of responses with others being 0%.
4.3.2 Age

Based on the chart above we can see that of the age group of 18-22 years the response ratio was
28%. For 23-27 years age group the response ratio was 27%. For the 28-32 years age group the
response ratio was 28% and finally the 33 years and above age group had a response rate of 17%.

4.3.3 Budget Range for Online Apparel Shopping for each purchase?

Based on the above chart we can that in the bracket for Below Rs. 5000 the response was at 30%.
Rs. 5000 to Rs. 10,000 bracket had a response rate of 18%. Rs. 10,000 to Rs. 15,000 had a
response rate of 21%. Rs. 15,000 to Rs. 20,000 had a response of 14%. The bracket of Above Rs.
20,000 had a response rate of 17%.
4.3.4 Monthly Income

Of the 100 respondents shown in the above chart, 16% of the respondents had a monthly income
of less than Rs. 30,000. 17% of the respondents had a monthly income of Rs. 30,000 to Rs.
60,000. 24% of the respondents had a monthly income of Rs. 60,000 to Rs. 120,000. 22% of the
respondents had a monthly income of higher than Rs. 120,000 and finally 21% of the
respondents prefer not to share their income bracket.

4.3.5 Time spent online per week

The above chart illustrates the time spent online per week by the 100 respondents. 22% of the
respondents spent less than 5 hours per week. 30% of the respondents spent 5 to 10 hours per
week. 27% of the respondents spent 11 to 15 hours per week. 21% of the respondents spent 16
hours or above online.
4.3.6 Period of time spent using the Internet

To the survey question of “How long have you been using the Internet?” the responses were 3%
for less than 1 year. 8% used the Internet for 1 to 3 years. 19% used the Internet for 4 to 6 years.
26% have used the Internet for 7 to 10 years. And the overwhelming majority of 44% of the
respondents have been using the Internet for more than 10 years.

4.4 Descriptive Statistics of Variables

According to the above table, descriptive statistics for Online Shopping Behaviour (OSB1), Trust
(TS1), and Perceived Benefits (PB1) are provided, along with SPSS tests for minimum and
maximum values, mean value, and standard deviation. OSB1 has a mean value of 17.2 and a
standard deviation of 1.880254, TS1 has a mean value of 25.7 and a standard deviation of
3.376987, and PB1 has a mean value of 25.66 and a standard deviation of 3.285167, according to
the descriptive statistics test.

4.5 Normality Test

According to (Hair et al., 2015), a normality test must be performed on all variables in this study
prior to performing correlation and multiple regression tests. The residual histogram and
probability plot, abbreviated as p-plot, were employed in the study to determine the normality of
the error term assumptions. The normality test was performed on all variables included in this
research, including online shopping behavior (OSB1), trust (TS1), and perceived benefits (PB1).
Whereas the normalcy test's descriptive statistics examined the mean values, standard deviation,
skewness, and kurtosis. Kurtosis and skewness are used to describe the form of the data
distribution for this study's variables, and their values are given below.

The table above displays the skewness and kurtosis results for the variables in this research using
descriptive statistics' normality test. TS1 has a skewness statistic of -0.4953727 and a kurtosis
value of 2.50239, whereas OSB1 has a skewness statistic of -0.703737 and a kurtosis value of
3.587331. The skewness metric for PB1 is -0.8837052, while the kurtosis is 4.113679.
Additionally, various normality analysis tests were performed to determine the distribution of the
variables in this study, including the normal Q-Q plot, the normal probability plot, as shown
below.
Q Plot

The standard Q-Q plot analyzes all variables, including online shopping behavior (OSB1), the
dependent variable. As shown in the above image, the data were drawn closely to the diagonal
and all components are plotted near or on the linear line, with just a few plots deviating from the
line. As a result, it is possible to infer that the data are regularly distributed along the linear line.
Finally, in the normality analysis, the normal probability plot and scatter plot are used to
determine the normal distribution of variables. As shown in the above two figures, all of the plots
are close to the line of the normal P-P plot of regression standardized residuals with the
dependent variable turnover intention, indicating that all of the variables in this study are
normally distributed.

4.6 Pearson Correlation Analysis

Pearson Correlation analysis is a statistical procedure used to determine the significance and
connection between independent and dependent variables that are numerically measured and
continuous. This kind of analysis is used to look for potential relationships between variables.
The significance of the correlation between two variables may be determined when one variable
undergoes a systematic change concurrently with another variable undergoes a systematic
change during a certain time period. Additionally, the correlation's importance may be
determined by the numerical values measured, which can be either positive or negative (Hauke
& Kosswski,2012).

The above table summarizes the correlations between the dependent and independent variables,
including online shopping behavior (OSB1), trust (TS1), and perceived benefits (PB1), which are
utilized to test the hypothesis in this study. The correlation analysis of this research examined the
Pearson correlation, significance, and N values for each variable. The study's emphasis is on the
significance of each variable in order to analyze their correlation, and the fewer the variables, the
more accurate they are. Whereas all variables yielded values smaller than p = 0.000, they exhibit
correlation with the other variables, particularly the dependent variable, which exhibits a strong
correlation with all independent variables ( Hauke & Kossowski, 2012). OSB1, TS1, and PB1
had coefficient values of 1, 0.6379, and 0.6489, respectively, as a result of the correlation study.
Thus, based on the stated findings, it is possible to conclude that all of the study's independent
factors have a positive and strong connection with the dependent variables.

4.7 Multiple Regression Analysis

4.7.1 Model Summary
The correlation analysis revealed that all variables have a p value less than 0.005, indicating that
they have a statistically significant interaction between the dependent OSB1 and independent
variables, indicating that all independent variables, TS1 and PB1, have a significant impact on
the dependent variable, turnover intention, although this analysis alone is insufficient to establish
their relationship and significance of independent variable. The table below summarizes the
model.

The above table summarizes the model study by displaying the R squared, Adjusted R squared,
and standard error of the model estimate. The most critical factor in this study is the R squared
value, which is 0.4704. The R squared value indicates the relationship between the dependent
and independent variables and indicates that independent variables PB1 and TS1 have a roughly
47 percent relationship with the dependent variable, online shopping behavior (OSB1), which
indicates that none of the independent variables are strongly related to the dependent variable.
4.7.2 ANOVA Table

The ANOVA test is used to determine the significance of a result and to accept or reject the
hypothesis and the difference between variables. The regression and residuals of sum of squares,
df, mean square, F, and significance are shown in the preceding table. The regression model is
included in this research since it exhibits values such as 225.961 for sum of squares, 9.038 for
mean square, F=5.39, and a significance of less than 0.000. Whereas this ANOVA study
indicates that there is a significant interaction between the dependent and independent variables,
as indicated by the significance level of 0.000, which is less than 0.05. Although it would be
imprecise to conclude the analysis only on the basis of the ANOVA test, multiple regression
analysis was performed to complete the tests and reach a conclusion on the hypothesis in this
study.

4.8 Multiple Regression Analysis

Multiple regression analysis will be used to evaluate the variables in this study and to determine
the validity of the hypothesis. Each variable's significance level indicates whether the hypothesis
should be accepted or rejected. If the significance level is less than or equal to 0.05, the
hypothesis is accepted. By contrast, if the significant value exceeds 0.05, the hypothesis is
rejected. Multiple linear regression, often referred to as linear regression analysis, is a prediction
technique. The purpose of this analysis is to determine the connection between a continuous
dependent variable and two or more continuous or categorical independent variables.
This regression coefficient table is used to determine the increment in the dependent variable of
this study, namely Online Shopping Behavior, when the study's predictors (Trust and Perceived
Benefits) are raised by one unit and the other predictors remain constant. As a result of the table
above, the regression equations for the dependent and independent variables are as follows:

𝒀 = 𝒂𝒙 + 𝒃𝒏 𝑿𝒏

Where,

➔ Y = Dependent Variable
➔ a = constant
➔ bn = β values of predictor or independent variables
➔ Xn = independent variable

Therefore,

Online Shopping Behavior (OSB1) = 6.597454 + 0.2222372 (PB1) + 0.1906591 (TS1)

The purpose of constructing a regression equation is to ascertain the utility of the independent
and dependent variables by determining their statistical significance. Since can be observed from
the preceding equation, the independent factors have a positive effect on the dependent variables,
as the p value is less than 0.05. We can see from the above table that independent variables
Perceived Benefits and Trust have P values of 0.001 and 0.003 respectively. This indicates that
they are both statistically significant. The beta coefficient for Perceived Benefits (PB1) is
0.2222372 and for Trust (TS1) it is 0.1906591. Therefore, we can now ascertain whether the
hypothesis, we have developed earlier, will be accepted or rejected.

4.9 Summary of the Results based on Hypothesis

Hypothesis Significance Results

H1 : There is significant 0.001 Accepted

influence of perceived
benefits on consumer
behavior when shopping
online for apparels in
Karachi, Pakistan..

H2: There is significant 0.003 Accepted

influence of trust on
consumer behavior when
shopping online for
apparels in Karachi,
Pakistan.

4.10 Conclusion
Throughout Chapter 4, the survey's findings have been presented with an explanation of the
rejection and acceptance of the dependent and independent variables' hypotheses and their
connection, as mentioned in Chapter 2. Demographical analysis was used to determine the target
population's gender, age, apparel budget range for each purchase, monthly income, amount of
time spent online each week, and length of time respondents had been online. With all of the
collected data, several tests were conducted to determine the questionnaire's accuracy, reliability,
and validity of the hypothesis, including multiple regression analysis, correlation analysis,
linearity test, normality test, and reliability test, which revealed that Perceived Benefits and Trust
may influence online shopping behavior. Further discussion will focus on the research study's
findings, consequences, limits, and suggestions, which will be critically examined in Chapter 5.

Chapter 5: Summary, Discussion, Implications, Conclusion, Limitations,

and Recommendation for future research
5.0 Introduction
Chapter 5 of this research will summarize and examine the results from Chapter 4, in which the
significance of the dependent and independent variables was determined using SPSS and the
responders analysis. Additionally, theoretical and practical implications will be derived within
the research perspectives, followed by a summary of the study's findings and end-results. Finally,
this chapter will discuss the study's limitations and include the researcher's concluding views on
the subject, as well as provide suggestions about the research field.

5.1 Summary of Findings

For this research, 100 respondents were chosen from among the online shoppers of millennials in
Karachi, Pakistan. Which was used to gather data for dependent and independent factors using
Google forms with several items for each variable. SPSS software was used to rigorously
evaluate the gathered data, which included demographic analysis, reliability, normality testing,
correlation analysis, and multiple regression analysis.

The findings of this study were analyzed using 100 respondents who provided their reasonable
opinion about online apparel buying behavior and its impact on the independent variables
perceived advantages and trust. To analyze the data, it is necessary to examine the respondents'
demographics, which revealed that 64% of respondents were male and 36% were female in this
research sample. Additionally, 28% of respondents were between the ages of 18-22, 27% were
between the ages of 23-27, 28% were between the ages of 28-32, and finally, 17% were between
the ages of 33 and above. Furthermore, 30% of the respondents have a budget of Rs 5000 or
below for each apparel purchase online, followed by 18% having a budget between Rs 5000 and
Rs 10,000, 21% having a budget between Rs 10,000 and Rs 15,000, 14% having a budget
between Rs 15,000 and Rs 20,000, and finally 17% of respondents having a budget above Rs
20,000. The monthly income of the respondents can be broken down as follows. 24% of the
respondents earned between Rs 60,000 to Rs 120,000, followed by 22% earning over Rs
120,000, and 17% earning between Rs 30,000 and Rs 60,000. Finally, 16% of the respondents
reported earning less than Rs 30,000. 21% of the respondents preferred not to state their monthly
income.

Following this, 30% of respondents claimed to spend at least 5-10 hours online per week, with
27% spending 11-15 hours, and 22% spending less than 5 hours. 21% of respondents reported
spending 16 hours or more online per week. Finally, a full 44% of respondents claimed to have
been using the internet for 10 years or more, followed by 26% using it for 7-10 years, 19% for 4-
6 years, 8% for 1-3 years, and just 3% who have been using the internet less than 1 year.

Additionally, we performed a reliability test on Online Shopping Behavior (Dependent

Variable), as well as Perceived Benefits and Trust (Independent Variables). The Cronbach Alpha
value for Online Shopping Behaviour in this study is 0.8428, which is acceptable and trustworthy
for this research performed among millennials online consumers in Karachi, Pakistan.

Additionally, the normality test was performed in order to analyze the skewness and kurtosis
data for the variables, as well as their normal distribution within this research. Additionally, the
Q-Q plot and normal probability plot were used to illustrate the study's normal distribution.
Overall, the factors in this study were evenly distributed.

Finally, a multiple regression analysis was performed to determine the relevance and
responsiveness of the aforementioned factors. Thus, determining if the study hypotheses were
accepted or rejected by the variables, using ANOVA, VIF, and significance or P value. Perceived
Benefits and Trust, as shown in Chapter 4, have an effect on online purchasing behavior.

H1:The first hypothesis, which is Perceived Benefits has been accepted for this study and
according to the respondents, it is related to online shopping behaviour ofapparels, by
millennials’ in Karachi, Pakistan

H2: The second hypothesis, which is Trust has been accepted for this study and according to the
respondents, it is related to online shopping behaviour of branded smartphone, by millennials’ in
Karachi, Pakistan.
5.2 Implication of Study
This research was performed to better understand the online purchasing habits of millennials in
Karachi. To emphasize the significance of this study, it is described in terms of theoretical
implications, such as how it may benefit other online organizations by providing a broader
understanding of the online shopping industry, as well as practical implications, such as how this
study may benefit others by reducing the risk of online shopping behavior for apparel among
millennials in Karachi, Pakistan, using the independent variables studied in this research.

5.2.1 Theoretical Implications

From a theoretical perspective, this study may be significant for other researchers who are
interested in the same research subject and how the variables' findings have impacted online
purchasing behavior for clothing in Karachi, Pakistan. Despite the fact that this study is based on
previous research on a similar topic, it examines the impact of two independent factors on this
subject matter: Perceived Benefits and Trust. This study will aid future business field research by
providing a comprehensive knowledge of Perceived Benefits and Trust and their relevance or
connection to online purchasing behavior. Additionally, the cited frameworks, namely the
Consumer Trust Internet Shopping Model, the Customer Loyalty Stage Model, and the Theory of
Reasoned Action Model, may assist the online shopping industry in developing a much broader
perspective on how to shop online, analyze shoppers' online shopping behavior, and diversify
this industry. Finally, this study may potentially assist technopreneurs in determining the
variables that may alleviate the problems associated with online clothing buying behavior among
millennials in Karachi, Pakistan.

5.2.2 Practical Implications

The study's practical implications focus on the impact of perceived benefits and trust on
millennials' online clothing buying behavior. Additionally, this research found that Perceived
Benefits, followed by Trust, had the greatest influence on online purchasing behavior, which is
determined by past customer pleasure or discontent with the online service provider. Thus, in
practice, Perceived Benefits is a critical approach that has a direct impact on customer retention
and behavioral intentions. As a result, e-retailers must minimize the complexity of online
purchasing services while simultaneously prioritizing virtual customer care. Additionally, to
boost consumers' perceived advantages and decrease discontent, e-retailers must make a
determined effort to retain existing clients and improve their virtual customer relationship
management. Additionally, e-retailers must foster confidence and loyalty among their e-
customers on their e-commerce platforms in order to encourage more consumers to participate in
online transactions.

5.3 Conclusion
This thesis was written to address concerns about internet purchasing behavior for clothing in
Karachi, Pakistan. The purpose of this study was to examine the hypothesized connection
between IV, which stands for Perceived Benefits and Trust, and DV, which stands for Online
Shopping Behavior. As a result of the data analysis, it is possible to conclude that two variables:
Perceived Benefits and Trust, have a positive connection with Online Shopping Behavior.
Additionally, Trust has the greatest significance rate of 0.003, followed by Perceived Benefits at
0.001. In general, this research was effectively performed and its variables were evaluated.
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Appendix A: Questionnaire