Buying things online is becoming more popular, and regular stores are losing some of their

customers to online shopping.

The worldwide market for buying things online has grown quickly, from $694 billion in 2014 to
$1155 billion in 2015.

Many companies worldwide rely on online stores to market and sell their products and services.

The internet, especially the World Wide Web, has completely changed how people buy things. It
allows companies to do business more openly and in a highly connected world.

As more people use the internet, the opportunities for online sellers grow.

There is a lot of competition among online sellers, so they work hard to attract customers to their
websites.

In Pakistan, more people are using the internet. The online retail market is expected to grow from
$30 million to over $600 million. This is due to factors like easy access to the internet, convenience,
cost savings, and fast delivery.

Even though online shopping is growing in Pakistan, only about 3% of the population (out of 19
billion) shops online.

It's important for online sellers to understand what customers value or find beneficial so they can
encourage more people to shop online.

To succeed in online retail, it's crucial for retailers to figure out what aspects of a shopping website
encourage people to shop online.

Models for Online Shopping Studies:

Technology Acceptance Models (TAM)

Theory of Planned Behavior (TPB)

Theory of Reasoned Action (TRA)

This theory says that what a consumer intends to do is based on their attitude and what they think
others expect them to do.TPB adds the idea of perceived control over behavior as a predictor.

This model suggests that people's attitude towards using new technology is influenced by how
useful they think it is and how easy it is to use.They assume that people make decisions rationally,
based on thoughts and reasoning.Some researchers think these models don't consider the
emotional side of behavior. They suggest adding emotional factors to make the models more
effective.The Stimulus-Organism-Response model allows researchers to look at both the thinking
and emotional aspects that influence behavior.So far, no study has used the S-O-R model to explain
how consumers decide to buy things online. This is something new and interesting to explore.

This research looks at how people feel about buying things online and their intention to do so. Most
other studies mainly focus on how people feel about the online shopping website itself.
Sometimes, people's feelings about a website don't necessarily lead to actually shopping online. This
gap between feeling and action is called the "attitude-behavior gap."
This study thinks it's more accurate to look at how people feel about online shopping, rather than just
the website. This aligns with existing behavior theories.
Test and validate a modified model (S-O-R) for the online retail sector.
Understand how people perceive features of shopping websites that affect their feelings and
intentions to buy things online.
See how these website features influence both logical and emotional aspects of people's
feelings.
This study is important for theory-building. It aims to provide a model that better explains how
consumers behave when shopping online.
This study tries to overcome the inconsistency between how people feel and what they actually do by
considering two aspects of feelings.
First, they explain the concepts and form hypotheses.
Then, they describe how they conducted the study and what they found.
Finally, they discuss the implications and limitations of their research.
Cue Utilization Theory (Cox, 1967):
Suggests consumers judge objects based on certain cues.
In online shopping, consumers evaluate a website's usefulness based on the features they see.
Consumers see website features as cues to judge its quality.They look for websites with more
attributes, forming an impression and using these cues to evaluate.
Types of Attributes in Online Shopping:
Social Attributes: Not considered in this study.
Utilitarian Attributes: Related to practical value.
Hedonic Attributes: Connected to emotional or sensory experiences.
Examples of Utilitarian Attributes:Product information, cost savings, convenience, ease of use.
Examples of Hedonic Attributes:Enjoyment, visual appeal, escape, relaxation, social aspects.
Search and Experience Attributes:Considered more relevant for evaluating online shopping.
Internal States in S-O-R Model:
Pleasure, arousal, and dominance (PAD) represent emotional states.
Other internal states include cognition, emotion, affect, consciousness, and value.