Factors affecting online shopping behavior in Bangladesh: A demographic perspective

Abstract

Prior studies in Bangladesh examined how several non-demographic factors influenced consumers' online buying behavior. However, no specific research has been conducted to examine an association between consumers' demographic factors and the online shopping behavior of Bangladeshi buyers. Therefore, this study aimed to examine the association between online shopping behavior and the demographic characteristics of Bangladeshi buyers. The association between six consumers' demographic variables, such as age, gender, income, education, occupation, and marital status, and online shopping behavior, proxied by the frequency of online shopping, was examined. Primary data through a structured questionnaire was collected from the 547 respondents in urban and rural areas of seven divisions in Bangladesh through offline and online surveys. The chi-square test was used to examine the association between consumers' demographic characteristics and online shopping behavior. The study found that male and married consumers with a higher level of education and higher-category jobs have a higher propensity to shop online. However, consumers' age and income level do not significantly impact their online shopping behavior. The study's outcomes are expected to provide online retailers and merchants with critical information about buyer behavior. Keywords: Association, online shopping behavior, demographic characteristics, chi-square test, Cramér’s V, e-commerce. JEL Classification: M31, M39, and L81

Keywords: {'name': 'Association'}, {'name': 'online shopping behavior'}, {'name': 'demographic characteristics'}, {'name': 'chi-square test'}, {'name': 'Cramér’s V'}

Authors & affiliations

Mohammad Kamal Hossain
Affiliation not supplied

Md Abdus Salam
Affiliation not supplied

Sheikh Sakib Jawad
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.4236/ojbm.2020.86168

DOI: 10.1016/S0167-4870(02)00171-X

DOI: 10.1080/08838159809364463

DOI: 10.1145/322796.322805

DOI: 10.1177/09718907211045185

DOI: 10.24191/APMAJ.v14i3-08

DOI: 10.17576/pengurusan-2020-60-09

DOI: 10.1108/03090560310495401

DOI: 10.2307/25148690

BTRC (2022). Bangladesh Telecommunication Regulatory Commission. Retrieve from http://old.btrc.gov.bd/content/internet-subscribers-bangladesh-december-2021

DOI: 10.1080/03155986.2002.11732640

DOI: 10.1016/j.chb.2010.06.016

DOI: 10.1108/09590550210445335

Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52-58.

e-Cab (2020). e-Commerce Association of Bangladesh. Retrieve from https://e-cab.net/

Ferdous, J., Alam, M.T., & Mahbub, A. (2022). Drivers for Online Shopping: Considering the most Important Factors in Dhaka Metropolis, Bangladesh. Expert Journal of Marketing, 10(1), 31-42. https://marketing.expertjournals.com/23446773-1004/

DOI: 10.1108/JABS-02-2013-0006

DOI: 10.1016/S0148-2963(02)00348-X

DOI: 10.1016/j.chb.2009.12.012

Hawkins, I.D., Best, J.R., & Coney, A.K. (2003). Consumer behaviour - Building marketing strategy (9th ed.). New Delhi: Tata McGraw Hill.

DOI: 10.14329/apjis.2015.25.1.001

DOI: 10.1080/02642060902793334

Isis, H.S. (2014). Science Brief-Women in STEM: Challenges and determinants of success and well-being. Retrieved from https://www.apa.org/science/about/psa/2014/10/women-stem

Islam, K.W. (2022). Historical Development of e-Commerce in Bangladesh. Business Inspection. Retrieve from https://businessinspection.com.bd/historical-development-of-ecommerce-in-bd/

DOI: 10.21917/ijms.2015.0019

DOI: 10.1108/02652320210446724

DOI: 10.1080/15332861.2012.689570

DOI: 10.1108/03090560410539302

DOI: 10.1080/0003684022000020850

DOI: 10.2501/JAR-42-1-23-38

DOI: 10.1080/0144929021000071316

Mahmud, Q.M., & Hossain, S. (2014). Factors influencing customers’ attitude towards online shopping: Evidence from Dhaka city. Journal of Business Studies, 25(3), 161-164.

DOI: 10.4018/978-1-7998-0272-3.ch008

DOI: 10.1108/09564230410523358

DOI: 10.1016/S0022-4359(99)80103-1

DOI: 10.1057/jt.2011.9

DOI: 10.17265/1537-1506/2020.03.003

DOI: 10.1177/2158244016645638

Qazzafi, S. (2020). Factor affecting consumer buying behavior: A conceptual study. International Journal for Scientific Research & Development, 8(2), 1205-1208.

DOI: 10.1080/23311975.2018.1514940

Richa, D.H. (2012). Impact of demographic factors of consumers on online shopping behaviour: A study of consumers in India. International Journal of Engineering and Management Science, 3(1), 43-52.

Sethi, U.J., & Sethi, R.S. (2017). Does demography influence online purchase intention? Evidence from north-west India. International Journal of Advances in Management and Economics. 6(2), 1-8.

Shalini, G.R., & Malini, K.S.H. (2015). A study of online shopping website characteristics and its impact on consumer intention to purchase online in Chennai, International Research Journal of Engineering and Technology, 2(9), 412-418.

Sharma, B.K., & Parmar, S. (2018). Impact of demographic factors on online purchase intention through social media- With reference to Pune, Maharashtra. Journal of Management Research and Analysis. 5(1), 45-50.

DOI: 10.18034/abr.v8i3.163

Singh, P., & Kashyap, R. (2015). Online shopping behaviour of consumers. International Journal of Innovative Research in Science, Engineering and Technology, 4(10), 9953-9958. https://doi.org/10.15680/IJIRSET.2015.0410089

DOI: 10.1108/09590550510581458

DOI: 10.3389/fpsyg.2020.00806

Uddin, M.J., & Sultana, T. (2015). Consumer preference on online purchasing: An attitudinal survey in Bangladesh. The Cost and Management, 43(2), 4-7.

DOI: 10.1109/I2CT.2017.8226090