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The main purpose of the current study is to determine the influence of convenience risk, product risk, and perceived risk on online shopping with the moderating effect of attitude in Pakistani context. In these days, online shopping is rapidly increasing all over the world and it gives confidence to scholars to determine what factor at the time of shopping online consumers see. The research model of this study is developed on the basis of theoretical background to investigate the influence of convenience risk, product risk, and perceived risk on online shopping with the moderating effect of attitude. The data was collected from students who are mostly master degree holders. The data was collected through questionnaire technique by applying convenient sampling technique, and one hundred questionnaires were distributed to students of Gujranwala and Islamabad. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) techniques have been used for statistical analysis. Findings revealed that convenience risk and perceived risk are significantly and negatively associated with online shopping. Moreover, attitude is significantly and positively associated with online shopping. In contrast, product risk is insignificantly associated with online shopping. Furthermore, findings elucidated that attitude significantly moderates the relationship between convenience risk, product risk, and online shopping. In contrast, findings revealed that attitude does not significantly moderate the relationship between perceived risk and online shopping. Limitations of the current study and direction for future studies are delineated at the end of paper.
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