Consumers Attitude towards Online Shopping: Factors Influencing Young Consumers to Shop Online in Dhaka, Bangladesh
Keywords:
Online shopping, Traditional shopping, Digital explosion, E-CommerceAbstract
Dhaka, the capital city of Bangladesh is one of the most populated cities around the world and is progressing towards digital explosion that creates high importance on the evaluation of the current acceptance level of online shopping by the young people. Thus, understanding the overall condition of consumer’s attitude towards online shopping is important for Bangladesh. This paper has focused on identifying the different factors that influence young consumers’ attitude towards online shopping in Dhaka. This study collects data through a structured questionnaire using convenience sampling where the study cases are Dhaka University students. To measure the impact, a multiple regression model has been considered. Result shows that, all eight factors have a positive impact on young consumer’s attitude towards online shopping: security (beta value: 0.160), after sales service (0.062), time savings (0.191), return policy (0.170), website design (0.183), product quality (.053), previous experience (.084) and reputation of the online vendor (.197). Analysis of Variance shows that, six major socio-demographic factors: gender, family income, personal income, educational level, member of the current residence and daily use of internet has statistically significant association (p value < 0.05) with consumer’s attitude towards online shopping. T-test shows that, in terms of convenience and existence of return policy, consumers prefer shopping through online. But when it comes to fun, bargaining and roaming traditional shopping is still preferable. For the betterment of this scenario, this paper recommends to build trust among consumers, providing security, return policy, creating awareness and promoting this new form of business.
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