Understanding the Role of Emotions and Art in Online Shopping Among Young Women in Pakistan

Abstract

This qualitative research investigates the online shopping behavior of young urban women in Pakistan, particularly in Islamabad, Lahore, and Karachi, and how social media platforms influence their decision-making process. The study applies the phenomenological method and draws from uses and gratification theory and information-seeking behavior theory to explore digital consumer behavior. In-depth interviews were conducted with eight working women aged 25 to 35 who had made at least one online purchase in the previous three months. Data were analyzed thematically to identify motivations, behaviors, and decision patterns. The findings reveal two primary consumer profiles: (1) Smart/Rational Shoppers—who research products thoroughly, compare prices, and prefer secure payment methods—and (2) Moderate/Impulsive Shoppers—who are trend-driven and often influenced by influencers, aesthetics, and emotional gratification. Instagram, Facebook, and WhatsApp emerged as the most influential platforms in shaping shopping preferences. Clothing, cosmetics, and home gadgets were the most frequently purchased items, with ATM/bank transfer and mobile wallet apps as the dominant payment methods. The study concludes that social media not only fulfills informational needs but also contributes significantly to the emotional satisfaction of online shopping. These insights are valuable for marketers aiming to target and retain female consumers in Pakistan's growing digital economy.