Abstract
The study is regarding analyzing the factors affecting customer experience of e-commerce in Pakistan through the quality of the product, safety of application, delivery guarantee, and offers. Using the purposive sampling technique total of 180 questionnaires were collected from the people having the experience of online shopping in Lahore, Pakistan. The study shows the factors and their roles towards raising the customer experience of e-commerce. This study's results reveal that the perception of customers is that the quality of the product, application safety, offers, and the delivery guarantee affects the customer comfort level and satisfaction level. The study results also reveal that the lower delivery charges, guaranteed delivery, and no safety risks motivate the customers to go for online shopping. It concluded that if the marketers concentrate on the factors like product quality, security issues, delivery risks, and the financial risks, it increases the customers. Limited literature has been documented in Pakistan, particularly regarding customer perception for online shopping because there are too many factors that affect the purchase intention. The results of the study might be beneficial for the online marketers/ companies with online stores/ e-commerce stores.
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