Analyzing the impact of security and website design on E shopping behavior of consumers: A case study of Pakistan

Technological advancement and evolution is rapidly changing the field of commerce. This change has introduced the concept of e-shopping. e-shopping is defined as the sale and purchase of products and services over the internet. This new mode of shopping has its own merits and demerits. In an effective e-shopping design, it is very important to consider its navigational system, usability and usefulness. Based on these designing factors, people decide whether to adopt this shopping mode or not. Some of the security risks in e-shopping are loopholes in data integrity, security and secure or safe payment mechanism. An online survey has been conducted to ask potential and existing customers about these factors and how does that affect their preferences to go for online shopping. Not only, this empirical method is used to analyze and interpret the results collected from the surveys. In addition, conceptual model is proposed to cover the security issues regarding e-shopping.