TITLE:
Factors Affecting the Online Purchasing Behavior for Young Consumers: A Case Study
AUTHORS:
Ikram Hasan, Md. Mamun Habib, Veena Tewari
KEYWORDS:
Online Buying Behavior, Theoretical Research Model, Experiential Analysis, Multiple Linear Regression (MLR), Structural Equation Modelling (SEM)
JOURNAL NAME:
Journal of Service Science and Management,
Vol.15 No.5,
October
12,
2022
ABSTRACT: The Internet is widely acknowledged as a platform for international communication
and is increasingly used as the most crucial tool for all businesses engaged in
international trade. According to estimates, 52.58 million people in Bangladesh are using the internet in the year 2022. In spite of the fact that online shopping is not nearly as common in
Bangladesh as it is in other countries, businesses are investing in
business-to-consumer (B2C) online shopping. As a result, it is essential to
have an understanding of the factors that influence the online purchasing
behavior of Bangladeshi consumers. The goal of
this study is to create a theoretical research model that will serve as a framework
for determining the major variables affecting Bangladeshi consumers’ choice to
shop online or not. Specifically, this research focuses on the shopping habits
of Bangladeshi consumers. In order to collect data, 331 people in Dhaka,
Bangladesh, filled out a questionnaire that they had to administer to
themselves. Validity and reliability of a measurement model were evaluated with
the help of Structural Equation Modelling (SEM) analyses. The measurement model
that best fits the data was approved for use based on the suitability index
(fit indices). It has been shown to be a reliable instrument, and it has also
satisfied the requirements set forth by psychometrics. The analysis of
real-generation Multiple Linear Regression (MLR) data analysis identifies
important decision-making considerations such as service quality &
responsiveness, price, consumer resource, perceived risk, trialability &
generational gap, website factor, payment procedure, and demographic
consideration. The adoption of online shopping by Bangladeshi consumers is
impacted in various ways by each of these factors. In addition to that, some
recommendations and suggestions for decision-making are included in this article
for researchers in the future.