Motivation Behind Buying from E-commerce Websites : A study on Bangladeshi consumers perspective

Abstract

E-commerce is one of the fastest-growing industries worldwide. It has changed the way of shopping in the last decade. In Bangladesh, the e-commerce industry is also growing rapidly, and this industry has seen 200% growth in the last two years. The aim of this study is to find out the motivating factors behind the e-commerce purchase intention of Bangladeshi online customers. This paper is divided into seven chapters where the theoretical discussion has been presented in the first three chapters with the help of secondary data. These three chapters cover the definition, catalyst, and motivating factors of e-commerce. Theoretical framework and hypothesis have been developed based on previous researches. The paper was written by using the descriptive and quantitative approach. Specifically, this study is focused on Bangladeshi customers and the data has been collected through a survey. Statistical package for social science(SPSS 23) has been used to do the reliability and regression analysis to check the hypothesis. In findings, it has been found that Bangladeshi customers prefer reduced price over product quality and variety. Alongside this, the delivery time has no relationship with their purchase intention. Therefore, customers give priority to their previous purchase experience. In conclusion, a brief answer to research questions has been presented in the concluding part where it has been found that Bangladeshi customers consider price over quality for purchasing a product. Alongside this, customers are less concerned about the delivery time here and the user experience of a website is more important for customers to go for a final purchase from a website.