| While e-commerce and online shopping are glooming in most developed and developing countries,it is important to study what perceptions can affect the intentions of customers to purchase online.Identifying and exploring the relative importance between online shopping perception and intention to purchase online can help to understand the most important basics about starting an online business.And this study will provide such valuable information by studying customers' perceptions towards online shopping.This study has been taken place in Afghanistan about WebDukaan retail online shopping store.This online shopping store is one of the pioneers in the market and no study has been done on online shopping for this country yet.The objective of this study was to know consumers' perception toward online shopping and the factors that influence their decision to shop online in Afghanistan.In this study,a total of six important perceptions that can determine customers' attitude towards online shopping were studied.Three of these perceptions are customer-oriented and three are technology-oriented perceptions.The customer-oriented perceptions are trust perception,product perception,and shopping experience perception while technology-oriented perceptions are service,web quality and mobile App.We have studied the effect that these perceptions may have on customers' intention to buy.The collected data through the questionnaire distributed among the sample were ana lyzed through SPSS.Based on our findings in this study,both customeroriented and technology oriented perceptions can effect on online shopping perception of c ustomers.However,the relationship was stronger in customer oriented factors.Among thre e customer oriented factors,product perception had the strongest effect.As a result,having niche products are very important in online stores.We suggested that WebDukaan add mor e exclusive products to their featured products with unique features.Besides,pay attention t o a better shopping experience which will increase customers trust.This study can pave the way for other entrepreneurs who would like to enter the online shopping market in Afghani stan by providing valuable data about the market,customers perceptions and intentions tow ards online shopping.Furthermore,since there is no significant research or studies about on line shopping in less developed and third world countries,this study can be a good informat ion source for those who need this information in aforementioned countries. |
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