Business analytics, in which the consumer's behavior is analyzed through a survey and its responses presented using SPSS .

1. S H A R I Q
M A N Z O O R
INFLUENCE OF MOBILE
SHOPPING ON BUYING
BEHAVIOR OF CONSUMER
Std_20084@iobm.edu.pk

2. Mobile shopping
 Internet usage increasing
 E-commerce
 Less time, price and efforts
 Location
 Global trend
Introduction

3. Problem Statement
• Customer’s empowerment  Competitors
• Pakistan internet users 133,900 in 2000 to 18,500,000 in 2010 and 29,128,970 in 30-Jun-2014
(Internetworldstats.com).
• Opportunity for retailers and whole-sellers to discover new ways for using the internet for business activities
• High degree of negative experiences as communicated by online shoppers (Nielson, 2010)
In view of this gap the aim of this study is to measure the effect of privacy, security, ease of use, customer service and
customer satisfaction on Loyalty

4. Research Questions
 How do perceived advantages of online shopping impact
consumer buying behavior on the internet?
 How do perceived risks (non-delivery risk, financial
risk, product risk etc.) impact buying behavior of online
consumers?
 How do hedonic motivations impact the purchase
intention of online shoppers?
 How do psychological factors (trust in E-vendor and
security issues) impact online buying behavior of
consumers?
 How do website design (aesthetics, content factors
etc.) affect online buying behavior of shoppers?

5. Literature Review
 Online shopping or shopping is related to the
research and purchase of products and services on
the internet (Valma and Agarwal, 2014).
 An online transaction can be included in three-
phase: information relocation, information transfer,
and product purchase (P.A. PaulaLu & Cha, 2002;
 Online researchers use AAA B model in five-phase:
 Needed / Trouble Identification,
 Information Finding,
 Alternative Evaluation,
 Shopping Decisions,
 Post-Shopping Behavior (Wen Gang and Medo, 2011

6. Hypothesis
 H1: Perceived benefits of online shopping are positively
related to online buying behavior of consumers.
 H2: Perceived risks of online shopping are negatively
related to online buying behavior of consumers
 H3: Hedonic motivations are positively related to online
buying behavior of consumers.
 H4: Psychological factors are positively related to online
buying behavior of consumers.
 H5: Website design (Aesthetics and content factors) are
positively related to online buying behavior of
consumers.

7. Methodology

8. Respondant Profile

9. Descriptive Statistics
Mean Std. Dev. Skewness Kurtosis
Online Shopping Behavior 4.91 1.46 -0.76 0.72
Perceived Benefits 4.66 1.22 -0.13 -0.71
Perceived Risks 4.16 1.04 -0.14 -0.97
Hedonic Motivations 4.61 1.34 -0.03 -0.7
Psychological Factors 4.28 1.33 0 -0.79
Website Design 3.86 1.79 0 -1.09
• Uni variant validity.
• Skewness and Kurtosis : ±3.5 ; data has a normal tendency (Hair Jr. et al, 2010).
• Ascertaining the normality of data.

10. Reliability of Constructs
Constructs Cronbach’s Alpha
Cronbach's
Alpha on
standardized
item
No. of items Mean S.D
Online Shopping
Behavior
0.71 0.71 4 4.91 1.46
Perceived Benefits 0.7 0.7 6 4.66 1.22
Perceived Risks 0.74 0.74 6 4.16 1.04
Hedonic
Motivations
0.69 0.69 3 4.61 1.34
Psychological
Factors
0.63 0.63 4 4.28 1.33
Website Design 0.87 0.87 4 3.86 1.79
• Verifying internal consistency
• Cronbach Alpha > 0.7 (Leech ,2005)

11. Construct validity
 Fornell (2010)
 Convergent validity : AVE > 0.4
 Discriminant validity

12. Discriminant Validity
Advantages Risks Hedonic Psychological Aesthetics Aesthetics
Advantages 0.83
Risks .430** 0.81
Hedonic .227* .344** 0.73
Psychological .465** .417** .327** 0.82
Aesthetics .362** .343** .262** .410** 0.66
Online .316** -.500* 0.145 .700** 0.088 0.71
• Square root of variance explained must be greater then
• square of each pair od correlation

13. Correlation Analysis

14. Result Summary
Variables
Unstandardized
Coefficients
Standardized
Coefficients
T Sig
B Std. Error Beta
(Constant) 0.6 0.5 1.19 0.23
Advantages -0.12 0.06 -0.11 -1.99 0.04
Risks 0.32 0.07 0.27 4.23 0
Hedonic 0.37 0.06 0.34 5.46 0
Psychological 0.14 0.07 0.1 2.04 0.04
Aesthetics 0.24 0.04 0.3 5.95 0

15. Overall result
 Overall result of the model is
 R 2 =0.37, F (5, 386) =29.7, P< 0.05)

16. Structural equation model

17. Model Fit Summary

18. Conclusion
 All hypothesis are accepted except “aesthetics and
hedonic motivations were found out to be
insignificant”
 All findings are related to the objective


19. Limitations and future research
 Specific region
 Target population
 Limited variables
 Feature sampling technique