Factors Influencing Online Shopping Behavior among Female Customers in Bangladesh

Abstract

The growing use of the internet has shifted customers’ attention towards online shopping significantly over the past decade. The rapid economic growth and large population of Bangladesh, with the numerous initiatives towards digitalisation of the country create a huge opportunity for e-commerce businesses to thrive. It is a quantitative study, and the statistical analysis involves Pearson’s correlation and multiple regression analyses to examine the proposed hypotheses. The purpose of this study is to examine the effects of convenience and perceived security on online shopping behavior of Bangladeshi women, while also considering the mediating effect of customer satisfaction, since studies available on female customers are scarce despite huge unexplored potential. The findings show that convenience, perceived security have significant positive relationships with both customer satisfaction and online shopping behavior, while there is also a significant positive effect of customer satisfaction itself on online shopping behavior.