Moderating Role of Consumer’s Demographics on the Relationship between Consumers’ Shopping Orientation and Behavior

Abstract

The present plans to comprehension methods of web shopping conduct among young adults can empower online sellers to outline more powerful and effective advertising procedures. The target of present research is to quantify the consumer conduct in the web-shopping of general items in Pakistan. The research investigates the relationship between shopping tendency (entertainment inclination, experiential incline, quality orientation as well as convenience) and internet shopping conduct of consumers as far as recurrence and experience in light of the fact that the principle question in our research is the manner by which consumer acts during web shopping. Primary data were gathered through questionnaire survey from 252 students of the university and affiliated colleges. The relationship between shopping trends and recurrence of internet purchasing uncovers that trial online customers are more stimulation situated than their regular partners. The study is geographically constrained in light of the fact that information was gathered from different graduates and postgraduates students of University of Sargodha and affiliated colleges in Sargodha only.

Keywords: Shopping orientation, consumer behavior, students, demographics, online shopping.