Consumer Perceived Risk and Risk Relievers in E-shopping in Pakistan

This research investigates the consumer perceived risk and risk relievers in E-Shopping in Pakistan. Data were collected from 200 customers by using simple random technique and data is analyzed by using 7.0-Eviews statistical software. A structural questionnaire was developed for reliability an validity of Data. It was revealed that Internet shopper population and online consumer spending continues to increase, better understanding Pakistani online shoppers’ perceived risk and risk reduction strategies becomes particularly relevant. However, research in the Pakistani context is limited. The main aim of this paper to how consumer types are related to different perceived risk dimensions and risk reliever strategies on the Internet. It was further revealed that are consistent with previous studies, but it is interesting to note that certain findings are different. These differences might be explained by the specificity of the Pakistani Internet shopping environment and Pakistani culture.