Factors Influencing Customers’ Attitude Towards Online Shopping: Evidence from Dhaka City
Keywords:
E-commerce, PCA, Business-to-Customer, Exploratory factor analysis, ANOVA.Abstract
The e-commerce sector in Bangladesh is quite prospective for e-marketers
since it is a means for business growth. Undoubtedly, the knowledge on the factors
affecting buyers’ behavior, the relationships between these factors and the type of
online buyers would give assistance to the e-marketers in evolving their marketing
strategies. This paper focuses on factors influencing online buyers’ attitude based
on the evidence from buyers of Dhaka city. It also investigates how different types of
online buyers perceive websites differently. Data used in this study was obtained
using an interviewer-administered structured questionnaire on 199 respondents,
selected randomly having experience in online purchasing. Exploratory factor
analysis was conducted to factorize seventeen variables along with ANOVA
techniques in order to test different hypotheses. Website reliability, website design,
website customer service and website competency are the four dominant factors
which influence consumer perceptions of online purchasing. The five types of online
buyers, namely, prospective, trial, occasional, frequent and regular online buyers;
perceived the four website factors differently except for website design. These
buyers have similar evaluations of website design but different evaluations of
website reliability and security issues, which imply that security or privacy issues
are important to most online buyers. The challenge of converting low frequency
online consumers into regular consumers can be encountered by properly
addressing concerns about reliable performance, security and design.
