A Cross Sectional Analysis of the Dynamics persuading young adults
Intention of Web Retailing-SEM Approach

Khadija Ejaz Khan* and Faiza Murtaza**
Senior teaching fellow, Lahore school of economics*
Senior teaching fellow, Lahore school of economics**

Abstract:With the technological advancement in the speed of internet, availability of gadgets and wide spread awareness of global brands web retailing has become more systematic in the recent times. The study aims to investigate the dynamics that persuade young adults in south Asia with to shop more online and the elements that would increase their adaptability towards this new medium of shopping that leads to the intention to buy through web retailing. This paper tests the hypothesis that Usefulness, Convenience, Higher Satisfaction, Payment Security, Privacy and the customer support by the companies impact the intentions to buy online in future. These factors were identified after conducting Exploratory and confirmatory factor analyses. Through Structural Equation Modeling the results concluded that instead of Customer Support and payment security all other factors significantly influenced the intentions to buy more online in future

Keywords: online shopping, intention, factors, internet, SEM.