Adoption of electronic commerce by individuals in Bangladesh

Abstract

With increased use of Internet and information technology platforms, e-commerce has experienced tremendous growth worldwide in the recent years. Although growing steadily in various digital services, Bangladesh has not been able to gain full advantages and benefits of e-commerce due to its poor adoption rate. This study aims at exploring the factors affecting e-commerce adoption in Bangladesh by applying an extended version of Unified Theory of Acceptance and Use of Technology (UTAUT) model which includes perceived risk, perceived cost and personal awareness with perceived usefulness, perceived ease of use, social influence, and facilitating conditions. This study applies a mixed methods research approach by combining qualitative field study and quantitative survey. A PLS based structural equation modeling is employed to a dataset of 253 individuals which are collected by applying a convenient sampling technique. The study results reveals that perceived usefulness, perceived cost, personal awareness and facilitating conditions affect consumer behavioral intention while facilitating conditions as well as behavioral intention have positive influence on actual use of e-commerce. This study also provides several implications that might be useful for the academic proponents, decision makers, and various stakeholders.