Customer attitude, buying behavior and satisfaction towards online shopping: An empirical study in some selected areas of Bangladesh

Abstract

In the current digital era, online shopping has swiftly risen to prominence among Bangladeshis' preferred methods of making purchases. The current study was carried out to find out sub-urban customers' socio-economic profile, male and female attitudes, influencing factors, customer satisfaction, and problems with online shopping. For this study, 110 customers were selected using convenience sampling techniques at Muktagachha and Fulbaria Upazila in the Mymensingh district of Bangladesh. Along with descriptive statistics, principal component analysis (PCA) including factor analysis and Likert scales (5-point) were used to analyze the data. The study found that about 71% of the customers were aged 18 to 36 years; 100% of the customers were familiar with purchasing non-agricultural products; about 78% of the customers were interested in buying agricultural products in the near future; respondents used social media like Facebook (77%) for online shopping; and about 68% of the customers were willing to pay more for security, better quality of the products, and a reliable platform. Customer satisfaction shows that time-saving (4.17), variety of products (3.93), and cash on delivery (3.86) payment systems were considered satisfactory items for online shopping. Absent of touch and feel (3.47), less quality (3.31), and online payments (3.28) were the major problems of respondents while they bought products online. To increase customer awareness of information technology services and foster a favorable view of the e-commerce industry, all online retailers should enhance their convenient promotional tools and service strategies. This paper intended to identify the factors that influence consumers' decision-making when deciding whether or not to purchase a product.