ISSN: IJSB: 2520-4750 (Online), 2521-3040 (Print) JSR : 2708-7085 (online)

Factors influencing the young consumers purchase intention in social media websites of Bangladesh

 Author (s)

Dr. Most. Sharmin Sultana, Ferdowsy Begum, & Rahat Khan

Abstract

This research is conducted to discover the factors that influence young consumers’ purchasing intention on social media websites in Bangladesh. An integrated model was suggested, including constructs from different models. A total of 140 respondents took part in the survey Who had prior encounters with online purchases in Bangladesh. Multiple regression analysis and Pearson correlation were both used to analyze the data. The findings indicated that all factors namely entertainment, perceived relevance, trust, customization, and informativeness have a significant impact on online purchasing of consumers. Surprisingly, word of mouth, does not have a significant influence of social media websites on young customer purchasing intentions in Bangladesh. This study is based on divisional cities of Bangladesh. But further study is possible based on the study in the other areas of the country. Our study is a cross-sectional study. So, conducting longitudinal studies on consumers, and purchasing intentions is required to compare the findings of the study.  This study makes a managerial implication for future researchers to conduct this study with more factors so that the research is more thorough. Through this study, the author suggests that social media has a beneficial effect on how customers behave while buying online products through websites. The researchers anticipate that this study will help marketers and businessmen to understand the purchase intention of their consumers and it will help them to take the necessary steps to increase their sales depending on the degree to which each component is significant.

Keywords: Young Consumers, purchase intention, social media websites, word of Mouth, security, Bangladesh.

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Title: Factors influencing the young consumers purchase intention in social media websites of Bangladesh
Author: Dr. Most. Sharmin Sultana, Ferdowsy Begum, & Rahat Khan
Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/10.58970/IJSB.2386
Media: Online
Volume: 37
Issue: 1
Issue publication (Year): 2024
Acceptance Date: 10/06/2024
Date of Publication: 14/06/2024
PDF URL: https://ijsab.com/wp-content/uploads/2386.pdf
Free download: Available
Page: 68-83
First Page: 68
Last Page: 83
Paper Type: Research Paper
Current Status: Published

 

Cite This Article:

Most. Sharmin Sultana, Ferdowsy Begum, & Rahat Khan (2024). Factors influencing the young consumers purchase intention in social media websites of Bangladesh. International Journal of Science and Business, 37(1), 68-83. DOI: https://doi.org/10.58970/IJSB.2386

Retrieved from https://ijsab.com/wp-content/uploads/2386.pdf

 

About Author (s)

Dr. Most. Sharmin Sultana (Corresponding Author), Assistant Professor, Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.

Ferdowsy Begum, Department of Marketing, University of Barishal, Barishal -8254, Bangladesh. ORCID: https://orcid.org/0009-0009-3084-358X

Rahat Khan, Department of Marketing, University of Barishal, Barishal -8254, Bangladesh. ORCID: https://orcid.org/0009-0008-5731-965X

 

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DOI: https://doi.org/10.58970/IJSB.2386

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