Farhana Jesmin1, Mohammad Faruk1*, Md Atiqur Rahman2, and Sakif Alavi1
Abstract: With the proliferation of internet technology and industrial revolution 4.0, ecommerce has received exponential momentum globally. Bangladesh is also experiencing the same effect in this decade. This study aims at determining the factors that motivate or demotivate Bangladeshi consumers to love shopping online after recovery from the deadly havoc of COVID-19 and suggests marketing strategies for the e-marketing companies in Bangladesh. A descriptive research method was applied with a pre-tested online questionnaire comprising 26 items. Finally, 484 responses were analyzed with crosstabulation and regression. This study has found that COVID19 has not increased the intention to buy online to a great extent. However, the factors that motivate consumers to love shopping online include getting more discounts, timesaving, and saving from traffic jams. In contrast, factors that demotivate consumers to shop online are the high risk of fraud, hearing negative news from others, and complex return policy. The managers of e-marketing companies in Bangladesh can capitalize on the findings of this research. They should focus on discounts, time-saving, and saving from traffic jams while they design communication strategies. The study also suggests government supports to alleviate consumers’ perceived risk and improve return policy to boost the growth in this sector.
Keywords: Online shopping, e-marketing in Bangladesh, post pandemic analysis, digital marketing
References
Abbasi, A. S., Akhter, W., Ali, I., & Hasan, A. (2011). Factors affecting customer loyalty in Pakistan. African Journal of Business Management, 5(4), 1167–174.
ALMowalad, A., & Putit, L. (2013). Factors influencing Saudi women consumer behavior in online purchase. Journal of Emerging Economies and Islamic Research (JEEIR), 1(2), 1–13.
AL-Shukri H. K. H., & Udayanan. (2019). Factors influencing online shopping intention: A study among online shoppers in Oman. International Journal of Academic Research In Business And Social Sciences, 9(3), 691–709. https://doi.org/10.6007/ijarbss/v9-i3/5736
Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: A comparison of online buyers and information searchers. Managing Service Quality: An International Journal, 13(6), 504–519. Carlson, J., & O’Cass, A. (2010). Exploring the relationships between e‐service quality, satisfaction, attitudes and behaviours in content‐driven e‐service web sites. Journal of Services Marketing, 24(2), 112–127.
Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: the mediating effect of trust. Euromed Journal of Business, 16(4), 544–563. https://doi.org/10.1108/emjb-05-2020-0046
Close, A. G., & Kukar-Kinney, M. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9–10), 986992. DOI:10.1016/j.jbusres.2009.01.022
Dhanapal, S., Vashu, D., & Subramaniam, T. (2015). Perceptions on the challenges of online purchasing: A Study from baby boomers, generation X and generation Y’s point of views. SSRN Electronic https://doi.org/10.2139/ssrn.2550117
Dimyati, M., & Subagio, N. (2016). Impact of service quality, price, and brand on loyalty with the mediation of customer satisfaction on Pos Ekspres in East Java. Mediterranean Journal of https://doi.org/10.5901/mjss.2016.v7n4p74
Doan, T. (2020). Factors affecting online purchase intention: A study of Vietnam online customers. Management Science https://doi.org/10.5267/j.msl.2020.3.001
Farhana, N., Khan, T., & Noor, S. (2017). Factors affecting the attitude towards online shopping: an empirical study on urban youth in Bangladesh. Australian Academy of Business and Economics Review, 3(4), 224–234.
Faruk, M., Jesmin, F., Zaman, A., & Alam, J. (2020). Trends in using social media by Bangladeshi university students : Evidence from Cumilla, 1(1) 105–113.
Fatema, F., & Siddiqui, M. (2021). Factors affecting customers’ online shopping behavior during Covid-19 pandemic in Bangladesh. ABC Research Alert, 9(2), 6779. https://doi.org/10.18034/abcra.v9i2.567
Gong, W., Stump, R. L., & Maddox, L. M. (2013). Factors influencing consumers’ online shopping in China. Journal of Asia Business Studies, 7(3), 214–230. https://doi.org/10.1108/JABS-02-2013-0006
Goyal, A., Maity, M., Thamizhvanan, A., & Xavier, M. J. (2013). Determinants of customers’ online purchase intention: An empirical study in India. Journal of Indian Business Research, 5(1), 17–32. https://doi.org/10.1108/17554191311303367
Haque, A., Anwar, N., Yasmin, F., Sarwar, A., Ibrahim, Z., & Momen, A. (2015). Purchase intention of foreign products: A study on Bangladeshi consumer perspective. SAGE Open, 5(2), 1–12. https://doi.org/10.1177/2158244015592680
Hasan, A. (2020). The growth of e-commerce during the pandemic in Bangladesh. New Age. https://www.newagebd.net/article/114200/the-growth-of-e-commerce-duringthe-pandemic-in-bangladesh Hasan, H., Harun, A., & Rashid, M. Z. (2015). Factors influencing online purchase intention in online brand. International Journal of Business Management & Research, 5(5), 63– 72. International Trade Administration. (2021). Bangladesh – eCommerce. https://www.trade.gov/country-commercial-guides/bangladesh-ecommerce.
Jamali, S. K., Samadi, B., & Marthandan, G. (2014). Prioritizing electronic commerce technologies in Iranian family SMEs. Interdisciplinary Journal of Contemporary Research in Business, 6(2), 148–180. https://www.globalscientificjournal.com/
Kamalul Ariffin, S., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309–327. https://doi.org/10.1108/JRIM-11-2017-0100
Liao, S. H., Chu, P. H., Chen, Y. J., & Chang, C. C. (2012). Mining customer knowledge for exploring online group buying behavior. Expert Systems with Applications, 39(3), 3708–3716. https://doi:10.1016/j.eswa.2011.09.066
Meskaran, F., Ismail, Z., & Shanmugam, B. (2013). Online purchase intention: Effects of trust and security perception. Australian Journal of Basic and Applied Sciences, 7(6), 307–315. http://www.ajbasweb.com/Online-issues.html
Nittala, R. (2015). Factors influencing online shopping behavior of urban consumers in India. International Journal Of https://doi.org/10.4018/ijom.2015010103 Online Marketing, 5(1), 38–50.
Pardeshi, V. H., & Khanna, V. (2020). Factors influencing women’s perception of website attributes and purchase intentions. Academy of Marketing Studies Journal, 24(4), 1–10. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101–134. https://doi.org/10.1080/10864415.2003.11044275
Phongsath, T., & Jirawoottirote, V. (2018). Factors influencing online purchase intention. AU EJournal of Interdisciplinary Research, 3(2), 249–258.
Privacyshield.gov. (2021). Bangladesh – eCommerce Privacy Shield. https://www.privacyshield.gov/article?id=Bangladesh-ECommerce
Racolta-Paina, N. D., & Luca, T. A. (2010). Several considerations regarding the online consumer in the 21st century–A theoretical approach. Management & Marketing, 5(2), 85–100.
Rahayu, A., Saparudin, M., & Hurriyati, R. (2020). Factors influencing online purchase intention: the mediating role of customer trust (a study among university students in Jakarta). In 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018). https://doi.org/10.2991/aebmr.k.200131.001
Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2018). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business and Management, 5(1), 1–22. https://doi.org/10.1080/23311975.2018.1514940 Journal
Raman, P. (2019). Understanding female consumers’ intention to shop online. Asia Pacific of Marketing and https://doi.org/10.1108/apjml-10-2018-0396 Logistics, 31(4), 1138–1160.
Rao, M. B. (2018). Factors affecting female consumer’s online buying behavior. Academy of Marketing Studies Journal, 22(2), 1–21. Stafford, T., Turan, A., & Raisinghani, M., (2004). International and cross-cultural influences on online shopping behavior. Journal of Global Information Technology Management, 7(2), 70–87. https://doi.org/10.1080/1097198X.2004.10856373
Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of an internet shopping site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31–45.