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Exploring the Key Factors Influencing Consumers’ Intention, Satisfaction and Loyalty towards Online Purchase in Bangladesh

Author

Listed:
  • Afzal Hossain*

    (MBA Student, Department of Marketing, Comilla University, Comilla, Bangladesh)

  • Md. Abdullah Al Jamil

    (Assistant Professor, Department of Marketing, Comilla University, Comilla, Bangladesh)

  • Md. Masihur Rahman

    (Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh)

Abstract

Consumers online purchase intention is significant guide for operating online organization in Bangladesh. The major purpose of this paper is to explore the key factors that influence consumers’ intention, satisfaction and loyalty towards online purchase in Bangladesh. This paper adopts quantitative analysis of possible factors that may influence consumers’ intention, satisfaction and loyalty towards online purchase. By using Convenient Sampling technique the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is found that security, personal hobby, payment method, appropriate pricing, privacy, social media and reference groups as the significant factors, which considerably influence consumers’ intention towards online purchase. This investigation is revealed that online purchases intention, product quality and product brand as the important factors, which significantly influence consumers’ satisfaction. This paper is also demonstrated that satisfaction as the momentous factor, which notably influences consumers loyalty in Bangladesh.

Suggested Citation

  • Afzal Hossain* & Md. Abdullah Al Jamil & Md. Masihur Rahman, 2018. "Exploring the Key Factors Influencing Consumers’ Intention, Satisfaction and Loyalty towards Online Purchase in Bangladesh," International Journal of Economics and Financial Research, Academic Research Publishing Group, vol. 4(7), pages 214-225, 07-2018.
    • Handle: RePEc:arp:ijefrr:2018:p:214-225
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