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Customers? behavior towards E-commerce in Bangladesh: An Empirical Study on Some Selected B2C E-commerce Sites

Author

Listed:
  • Sanjida Farhana Oishe

    (Bangladesh University of Professionals)

Abstract

This study aims at identifying salient attributes of e-commerce sites in Bangladesh. The study tries to assess the perception of customers about the performance of major-e-commerce sites on those attributes. Eighteen potential attributes are preliminarily selected, and after conducting a pre-test on 50 sample respondents eleven salient attributes are selected for the study.Finally 108 respondents are taken as the study sample. Mertin Fishbein?s multi-attribute attitude models adopted to measure the customers? attitude. Respondents were asked their belief and evaluation towards some B2C ecommerce sites. The benchmark of positive belief is hypothesized as 4 in a 5 point scale. The significance of the difference between observed mean of customers? belief and the predetermined benchmark is measured by left tailed Z statistic. It is found that the sample respondents believe that the performance of the B2C e-commerce sites in Bangladesh is up to the benchmark in teams of only two attributes among the eleven. The findings of this study may be used by the existing B2C e-commerce companies as well as by the future e-commerce entrepreneurs in Bangladesh to establish a quality and customer driven B2C e-commerce industry. Even the customers will be benefitting if the industry considers the findings of the study.

Suggested Citation

  • Sanjida Farhana Oishe, 2017. "Customers? behavior towards E-commerce in Bangladesh: An Empirical Study on Some Selected B2C E-commerce Sites," International Journal of Business and Management, International Institute of Social and Economic Sciences, vol. 5(1), pages 40-50, May.
    • Handle: RePEc:sek:jijobm:v:5:y:2017:i:1:p:40-50
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    More about this item

    Keywords

    B2C e-commerce; Attitude; Belief; Evaluation;
    All these keywords.

    JEL classification:

    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • E24 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Employment; Unemployment; Wages; Intergenerational Income Distribution; Aggregate Human Capital; Aggregate Labor Productivity

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