Key Factors Driving Online Shopping Behavior Among Bangladeshi Youth

Masudur Rahman, Jobayra Afsana, Shayma Ashrafy, Md. Mazedul Haque, Yousuf Ali and Shuvo Kumar
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Masudur Rahman: Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Jobayra Afsana: Department of Business Administration, North Western University, Khulna, Bangladesh.
Shayma Ashrafy: Department of Business Administration, Bangladesh Army University of Engineering & Technology (BAUET), Natore-6431, Bangladesh.
Md. Mazedul Haque: Department of Marketing, Islamic University, Kushtia, Bangladesh.
Yousuf Ali: Department of Marketing, Islamic University, Kushtia, Bangladesh.
Shuvo Kumar: Department of Marketing, Islamic University, Kushtia, Bangladesh.

International Journal of Science and Business, 2025, vol. 44, issue 1, 1-16

Abstract: The present study investigates the impact of selected variables on young consumers' purchase intentions in online shopping (online shopping intention), utilizing the respondents who reside in Kushtia, Bangladesh. Based on a sample of 220 participants, the results show that convenience, relatively high pricing, time-saving, and social media have a positive and significant effect on online shopping behavior. Conversely, product, security, and personal interests adversely impact purchase intentions, Demographic analysis indicates respondents were primarily male (85%), aged 20–25 years (97.3%), and graduated (90.5%). Reliability analysis ensures the adequacy of the used questionnaire. The study shows that young consumers want their purchases to be convenient, fairly priced, and safe. The study cares about the importance of social media and offering promotions to young consumers. Limitations including the small sample size and geographic focus suggest avenues for future research with larger more diverse populations to identify additional factors influencing online shopping behavior. These insights aim to help online marketers design effective strategies. This study offers valuable insights for online marketers and new e-commerce entrepreneurs, helping them better understand the shopping behaviors of Bangladeshi youth. By leveraging this knowledge, businesses can develop effective strategies to enhance customer satisfaction, loyalty and growth in the competitive online marketplace.

Keywords: Online Shopping; Purchase Intention; Customer tendency; Young Consumers; Bangladesh (search for similar items in EconPapers)
Date: 2025
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