Factors influencing the young consumers purchase intention in social media websites of Bangladesh

Most. Sharmin Sultana, Ferdowsy Begum and Rahat Khan
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Most. Sharmin Sultana: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.
Ferdowsy Begum: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.
Rahat Khan: Department of Marketing, University of Barishal, Barishal -8254, Bangladesh.

International Journal of Science and Business, 2024, vol. 37, issue 1, 68-83

Abstract: This research is conducted to discover the factors that influence young consumers’ purchasing intention on social media websites in Bangladesh. An integrated model was suggested, including constructs from different models. A total of 140 respondents took part in the survey Who had prior encounters with online purchases in Bangladesh. Multiple regression analysis and Pearson correlation were both used to analyze the data. The findings indicated that all factors namely entertainment, perceived relevance, trust, customization, and informativeness have a significant impact on online purchasing of consumers. Surprisingly, word of mouth, does not have a significant influence of social media websites on young customer purchasing intentions in Bangladesh. This study is based on divisional cities of Bangladesh. But further study is possible based on the study in the other areas of the country. Our study is a cross-sectional study. So, conducting longitudinal studies on consumers, and purchasing intentions is required to compare the findings of the study. This study makes a managerial implication for future researchers to conduct this study with more factors so that the research is more thorough. Through this study, the author suggests that social media has a beneficial effect on how customers behave while buying online products through websites. The researchers anticipate that this study will help marketers and businessmen to understand the purchase intention of their consumers and it will help them to take the necessary steps to increase their sales depending on the degree to which each component is significant.

Keywords: Young Consumers; purchase intention; social media websites; word of Mouth; security; Bangladesh (search for similar items in EconPapers)
Date: 2024
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