Abstract
The paper strives to investigate the influential factors that might significantly affect consumers’ intention to shop from online websites. On this premise, this paper aims to examine the impact of perceived trust (PT), convenience (CONV), perceived website quality (PWQ), and subjective norm (SN) on individuals’ intention towards online shopping (ITOS). The paper proposed a study framework based on previous relevant literature. The study has drawn samples from private university students of Bangladesh. A quantitative research approach was adopted, followed by a survey method. Only undergraduate and postgraduate students of two Bangladeshi universities were considered as respondents as it is believed that they were the primary online shoppers in Bangladesh perspective. The sample size in this paper is 339, which was deemed adequate to run regression analysis. SPSS software has been utilized to conduct correlation and regression analysis. The convenience sampling method was applied in the study as the population is not known. This paper applied a 95% confidence interval to accept the hypotheses. Correlation results confirm that all independent variables correlated with ITOS. The findings of the paper report that PT, CONV, PWQ, and SN have a significant impact on students’ intention towards online shopping (ITOS). Henceforth, the online business managers can utilize the findings of this paper to understand the young consumer behaviors and develop a solid and effective online marketing plan for sustainable business performance.
Highlights
Integrating the internet of things (IoT) into business processes has introduced some novel pathways to reach out to the target customers smoothly and efficiently (Caputo et al, 2019)
The current study focused on Bangladeshi con- naire was distributed among university students sumers intending to examine the proposed study of two private universities in Dhaka, Bangladesh
H2 claims that the convenience (CONV) of on- The current paper offers some of the crucial line shopping will positively impact intention towards online shopping (ITOS)
Summary
Integrating the internet of things (IoT) into business processes has introduced some novel pathways to reach out to the target customers smoothly and efficiently (Caputo et al, 2019). Business firms are putting more resources into ensuring and establishing an online presence of their business product portfolios on internet-driven electronic platforms. Online shopping has captured much interest among buyers in this internet-driven economy (Tolstoy et al, 2021). The recent growth and popularity of online shopping offer customers an array of multiple chances to compare the prices, quality, and overall characteristics of their desired products or services with other brands to help them make sensible purchase decisions (Tankovic & Benazic, 2018). With the help of internet technology, customers can purchase products or services from many different online websites worldwide. Online shopping has been offering several effortless benefits to customers over the traditional shopping medium (Chetioui et al, 2021)
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