DOI: https://doi.org/10.59321/BAUETJ.V4I2.21
AUTHOR(S)
Md Zahid Hasan1*, Md. Ruhul Amin2, Md. Mazedul Haque2
ABSTRACT
The main objective of this empirical research is to investigate factors that influence customer buying intention towards daraz online shopping platform, focused on kushtia region in Bangladesh. Nowadays, online shopping is becoming more acceptable among 21st-century customers. Several factors influence consumers’ purchasing decisions while shopping online. This study has investigated the effects of perceived trust, website design, perceived risk, customers review and ratings and social influences on customers’ purchase intention towards online shopping platform Daraz in the Kushtia region of Bangladesh. The survey was executed using a structured questionnaire, with data collected from 125 respondents via the convenience sample approach. The Statistical Package for the Social Sciences (SPSS) was used to analyze the data. According to the study’s findings, perceived trust, website design, customer reviews and ratings, and social factors all have a substantial impact on customers’ purchase intentions, whereas perceived risk has no discernible impact on customers’ purchase intention towards online shopping platform Daraz. This studies have implications for Daraz decision makers as well as new online entrepreneurs better understand the intentions of their consumer properly in the context of e-commerce platform and design an effective business strategy to enhance the growth of emerging online entrepreneurs to become more effective and more loyal in the fiercely competitive online marketplace.