Exploring the Key Factors Influencing Consumers’ Intention, Satisfaction and Loyalty towards Online Purchase in Bangladesh

Afzal Hossain*, Md. Abdullah Al Jamil and Md. Masihur Rahman
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Afzal Hossain*: MBA Student, Department of Marketing, Comilla University, Comilla, Bangladesh
Md. Abdullah Al Jamil: Assistant Professor, Department of Marketing, Comilla University, Comilla, Bangladesh
Md. Masihur Rahman: Professor, Department of Marketing, University of Rajshahi, Rajshahi, Bangladesh

International Journal of Economics and Financial Research, 2018, vol. 4, issue 7, 214-225

Abstract: Consumers online purchase intention is significant guide for operating online organization in Bangladesh. The major purpose of this paper is to explore the key factors that influence consumers’ intention, satisfaction and loyalty towards online purchase in Bangladesh. This paper adopts quantitative analysis of possible factors that may influence consumers’ intention, satisfaction and loyalty towards online purchase. By using Convenient Sampling technique the data has been collected from 200 respondents. Data are analyzed using frequency, mean, standard deviation and regression analysis. From the results of regression analysis, this research is found that security, personal hobby, payment method, appropriate pricing, privacy, social media and reference groups as the significant factors, which considerably influence consumers’ intention towards online purchase. This investigation is revealed that online purchases intention, product quality and product brand as the important factors, which significantly influence consumers’ satisfaction. This paper is also demonstrated that satisfaction as the momentous factor, which notably influences consumers loyalty in Bangladesh.

Keywords: Online purchase intention; Satisfaction; Loyalty; Influential factors; Bangladesh. (search for similar items in EconPapers)
Date: 2018
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