THE DETERMINANTS OF CONSUMERS' ONLINE SHOPPING BEHAVIOUR: AN EMPIRICAL ASSESSMENT

The study focuses on the effect of four primary characteristics derived from literature, including trust, product variety, convenience, and privacy, so as to identify how customer purchasing behavior reflects online shopping trends. researcher used quantitative research approach documents responses respondents. Students attending Thal university & Sargodha are mostly those engaged in business programme at respective institutions, such Department Business Administration Noon school was accessed collect data through questioner. researchers use structural equational model test hypothesis current research, analyze results reach desired conclusion thus recommending some suggestions. According findings statistical analysis data, customers convenience privacy has statistically significant relationship with consumer behaviour. This is vital for marketers facilitate usage platforms order save more time attract people buy items online.