Stimulating Online Buying Behaviour among Millennials in Pakistan: A conceptual model and Research Propositions

Many e-retailers are utilising the influence of situational variables to impact consumer buying behaviour. Despite online buying behaviour of consumers, especially under the stimulants of sales promotion and scarcity are commonly practiced in developed countries, dearths of scholarly research both conceptual and empirical studies have been observed in developing countries like Pakistan. This study conceptualises the existing framework based on...