Factors Affecting Online Shopping Attitude:
A Study on Educated Customers of Rangpur Division in Bangladesh
Lima Nasrin Eni
To investigate the factors affecting educated customers’ attitude towards online shopping in the Rangpur division of Bangladesh is the main focus of this study. The study has considered 300 respondents as the sample size (n= 300) who are living in the Rangpur division and their responses have been collected through a structured questionnaire using a non-probability convenience sampling technique. To measure the impact of various influential factors on educated customer online shopping attitude, a multiple regression analysis has been conducted through SPSS software version 20. The result shows that in terms of demographic analysis, respondents like female service-holder aging 26-30 years having graduation are mostly involved with online shopping in the Rangpur division. The study also shows that all four independent factors like convenience, website design, perceived enjoyment, online shopping experience with P < 0.05 considered in this study have a significant positive impact on educated customer attitude towards online shopping. For the development of online shopping, the E-business platform should be well equipped with attractive website features, quality products with fair price and convenience, and security and fun which result in customer belief, satisfaction, and loyalty.
Keywords: Online Shopping Attitude, Convenience, Website Design, Perceived Enjoyment, Online Shopping Experience.
Factors Affecting Online Shopping Attitude: A Study on Educated Customers of Rangpur Division in Bangladesh
|Author:||Lima Nasrin Eni|
|Journal Name:||International Journal of Science and Business|
|ISSN:||ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)|
|Media:||Online & Print|
|Date of Publication:||01/01/2021|
|Paper Type:||Research Paper|
Cite This Article:
Lima Nasrin Eni (2021). Factors Affecting Online Shopping Attitude: A Study on Educated Customers of Rangpur Division in Bangladesh. International Journal of Science and Business, 5(1), 1-13. doi: https://doi.org/10.5281/zenodo.4408841
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About Author (s)
Lima Nasrin Eni, Lecturer (Management) Bangladesh Army University of Science and Technology, Bangladesh.