A Study on the Factors Influencing Consumers to Shop through Online: Evidence from Dhaka City

International Journal of Economics and Management Studies
© 2020 by SSRG - IJEMS Journal
Volume 7 Issue 8
Year of Publication : 2020
Authors : Mohammad Shaikh Imran Akhand, Shejuti Haque
How to Cite?

Mohammad Shaikh Imran Akhand, Shejuti Haque, "A Study on the Factors Influencing Consumers to Shop through Online: Evidence from Dhaka City," SSRG International Journal of Economics and Management Studies, vol. 7,  no. 8, pp. 201-213, 2020. Crossref, https://doi.org/10.14445/23939125/IJEMS-V7I8P127


The new dimension to the purchasing habit among the customersin the era of technology-based civilization is online shopping. It is a recent miracle in the ground of internet business. It saves the valuable time of the customers. Therefore, the present study has an attempt to investigate the factors influencing the consumers to shop online in Dhaka city of Bangladesh. The study mainly used primary data for the analysis, collected from 418 online shoppers of Dhaka city using a two-stage sampling technique. Multiple regression analysis methodsare employed to investigate the factors influencingthe online shopping decisionof the consumers. The empirical results of the analysis show that age, family size, total monthly income, and total asset value of the respondents are the significant factors that are positively related to the online shopping expenditure of the consumers. On the other hand, gender, education, and marital status are statistically insignificant factors affecting the online shopping expenditure of the consumers. This study suggests that if necessary steps aretaken to reduce the price of internet usage and to develop the website of the retail outlet, consumers will tend to spend more on online shopping.


Online shopping, consumers, purchasing habit, influencing factors, shopping expenditure.


[1] Anderson, I. and Sarkane, G. E.,Behavioral differences in consumer purchasing behavior between online and traditional shopping: the case of Latvia. Economics and management, 14(2009) 345-352.
[2] Bairagi, A. K., Utilization of E-Commerce can Change the Auction Culture of Bangladesh Especially in Public Sector. IJCIT, 2(1)(2011) 55-61.
[3] BBS., Statistical Year Book of Bangladesh. Bangladesh Bureau of Statistics, Statistics Division, Ministry of Planning, Government of the People’s Republic of Bangladesh, Dhaka.(2018).
[4] Bhatnagar, A. and Ghose, S., Segmenting Consumers Based on the Benefits and Risks of Internet Shopping. Journal of Business Research, 57(2004).
[5] Botha, J., Bothna, C. and Geldenhuys, P.,Managing e-commerce in business. Cape Town. Juta and company Ltd. P.B. ISBN: 9780702173042.(2008).
[6] Bourlakis, M., Papagiannidis, S. and Fox, H., E-consumer behavior: Present, past and future trajectories of an evolving retail revolution. International journal of e-business research, 4(3)(2008)64-67.
[7] Brynjolfsson, E. and Smith, M. D., Frictionless commerce? A comparison of Internet and conventional retailers. Management Science, 46(2000) 563-586.
[8] Chakraborty, S., Traffic Congestion in Dhaka City and its Economic Impact, Special International Edition, (2016).
[9] Darian, J.C., In-Home Shopping: Are There Consumer Segments? Journal of Retailing,63(1987) 163-186.
[10] Datta, A. and Acharjee, M. K.,Consumers Attitude towards Online Shopping: Factors Influencing Young Consumers to Shop Online in Dhaka, Bangladesh. International Journal of Management Studies. 3(4)(2018).
[11] Evan, D., Fear and online shopping behavior, www.questia.com, 1st July.(2011)
[12] Forsythe, S. M., and Shi, B., Consumer patronage and risk perceptions in internet shopping. Journal of Business Research, 56(2003) 867-875.
[13] Harris, L. and Spence, L. J., The ethics of Banking. Journal of Electronic Commerce Research, 3(2)(2002).
[14] Hasan, A.H.M., Saidul. et al., Adoption of E-banking in Bangladesh: An exploratory study.African Journal of Business Management, 4 (13)(2010)2718-2727.
[15] Hoffman, D. L., Novak, T. P. & Peralta, Marcos., Building Consumers Trust Online, Communication of the ACM, 42 (4)(1999)80-85.
[16] Hong, I. B., and Cho, H.,The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31 (5)(2011) 469-479.
[17] Hossain, S., Social characteristics of the megacity: A case of Dhaka city, Bangladesh. TASA conference 2006, University of Western Australia and Murdoch University, 4-7 (2006).
[18] Husain, S., Yasmin, S. and Islam, M. S.,Assessment of the socioeconomic aspects of street vendors in Dhaka city: Evidence from Bangladesh.Asian Social Science, 11(26)(2015) 1-10.
[19] Islam, M. S., An analysis of factors affecting the online shopping behavior of consumers. European journal of business and management, 7(28)(2015) 6-17.
[20] Islam, M. S.,E-Commerce of Bangladesh: Growth and Challenges. Journal of business and management, 20(3)(2018) 10-15.
[21] Jarvenpaa, S.L. and Todd, P.A., Consumer Reactions to Electronic Shopping on the World Wide Web.International Journal of Electronic Commerce, 1(2)(1997) 59-88.
[22] Jarvenpaa, S.L., Tractinsky, N. and Vitale, M.,Consumer Trust in an Internet Store. Information Technology and Management, 1(1) (2000) 45-71.
[23] Johnson, Gustafsson, Anderssen, Lervik& Cha., The Evolution and Future of Nationale Customer Satisfaction Index Models, Journal of Economic Psychology, 22 (2001) 217-245.
[24] Katawetawaraka, C. and Wang, C. L., Online shopping behavior: Influences of online shopping decisions. Asian Journal of business research, 1(2)(2011) 66-74.
[25] Kaur, H. and Kochar, R., A review of factors affecting consumer behavior towards online shopping. International journal of engineering and management research, 8(4)(2018) 54-58.
[26] Kehoe, C., Pitkow, J. and Rogers, J.D., Ninth GVU‟s WWW user survey. (1998).
[27] Keisidou, E., Sarigiannidis, L., and Maditinos, D., Consumer characteristics and their effect on accepting online shopping, in the context of different product types.International Journal of Business Science and Applied Management, 6(2)(2011) 33-51.
[28] Khan, A.G., Electronic commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journal of Management and Business Research: B Economics and Commerce. 16(1)(2016) 18-22.
[29] M. Hari Prasad, A Study on Consumer Perception Towards E-Purchasing of Select Home Appliances SSRG International Journal of Economics and Management Studies 6(12) (2019).
[30] Kotler P. & Keller K.L., Marketing Management, 14th Ed. (2012).
[31] Laohaensang, O.,Factors influencing internet shopping behavior: a survey of consumers in Thailand. Journal of Fashion Marketing and Management.13 (4).
[32] Liang, T. and Lai, H., Electronic store design and consumer choice: an empirical study, Proceedings of the 33rd Hawaii International Conference on System Sciences(2000).
[33] Lubis, A. N. and Utara, U. S., Evaluating the customer preferences of online shopping: Demographic factors and online shop application issue. Academy of strategic management journal, 17(2)(2018) 1-13.
[34] Michelle A. Morganosky, Brenda J. Cude., "Consumer response to online grocery shopping", International Journal of Retail & Distribution Management, Vol. 28 (1)(2000)17-26.
[35] Mohiuddin, M., Overview the E-Commerce in Bangladesh.IOSR Journal of Business and Management (IOSR-JBM), 16(7)(2014) 1-06.
[36] Mohammad Shahriar Khan, Empirical Analysis of Bangladesh E-Commerce Process in Term of Online Trading SSRG International Journal of Economics and Management Studies 4(8) (2017)48-52
[37] Nabi, M. S., Dhaka losses 3.2m working hours to traffic congestion daily. Published in Dhaka Tribune.(2018)
[38] Nanehkaran, Y. A., An Introduction to Electronic Commerce. International Journal of Scientific & Technology Research, 2(4)(2013)190-193
[39] Nguyen, N. T. T., Ohan, U. H. P. and Nguyen, P. V., Study of factor affecting online shopping intention of customers: A case study in Ho Ci Minh City, Vietnam. Proceeding of the Asia pacific industrial engineering management systems conference, (2015).
[40] Nittala, R., Factor influencing online shopping behavior of urban consumers in India”. International journal of online marketing, 5(1)(2015) 38-50.
[41] Ohidujjaman et al., E-commerce Challenges, Solutions, and Effectiveness Perspective Bangladesh.International Journal of Computer Applications, 70(9)(2013)9-17.
[42] Osman, S., Yin-Fah, B.C, and Cho, BeiHooi.,Undergraduates and online purchasing behavior. Asian Social Science.6 (10)(2010)133-146.
[43] Ramtohul, P., Khan, N. M. and Hossen, M., Factors influencing online shopping in Mauritius: An application of principal component analysis and binary logistic regression. Journal of social science, 10(4)(2014) 179-184.
[44] Reibstein, D.,The Internet Buyer. In Digital Marketing, edited by Jerry (Yoram) Wind, Vijay Mahajan, (2001)201 -225.
[45] Robinson, H., Riley, F. D., Rettie, R. and rolls-Willson, G. the role of situational variables in online grocery shopping in the UK. The Marketing Review, (1)(2007) 89-106.
[46] Rohm, A.J. and Swaminathan, V., A Typology of Online Shoppers Based on shopping Motivations. Journal of Business Research, 57(2004) 748-757.
[47] Shergill, G.S. and Chen, Z., Web-based shopping: consumers attitudes towards online shopping in New Zealand”. Journal of Electronic Commerce Research,6 (2)(2005).
[48] Sim, L.L. and Koi, S.M., Singapore's Internet shoppers and their impact on traditional shopping patterns. Journal of Retailing and Consumer Services, 9(2002) 115-124.
[49] Sen, R. A., Online shopping: a study of the factors influencing the online purchase of products in Kolkata. International journal of management and commerce innovations, 2(1)(2014) 44-52.
[50] Sulaiman, Y., Yusr, M. M. and Ismail, K. A., The influence of marketing mix and perceived risk factors on online purchase intentions. International journal of research in business studies and management, 4((9)(2017) 30-40.
[51] Sultan, F. and Henrich, R. B, Consumer preferences for internet service overtime: Internet explorations. The journal of consumer marketing, 17(5)(2000) 386-403.
[52] Swaminathan, V., Lepkowska-White, E. and Rao, B. P. Browsers or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange. Journal of Computer-Mediated Communication, 5(2).
[53] Thanuskodi, S.,Internet use among university students: “A survey in Bharathindasam University, Tamil Nadu. KIIT Journal of library and information management, 1(1)(2013) 15-27.
[54] UNCTAD., Information economy report 2015, Unlocking the Potential of E-commerce for developing countries, United Nations publication(2015).
[55] Vellido, A., Lisboa, P.J.G. and Meehan, K., Quantitative characterization and prediction of on-line purchasing behavior: A latent variable approach, International Journal of Electronic Commerce, 4 (4) (2000) 83-104.
[56] Vijay, S. T. and Balaji, M. S., Online shopping in India: Findings from a consumer research.Marketing mastermind, The ICFAI University Press.5(2000)
[57] Vishwagna, S.A study of factors affecting on the online shopping behavior of consumers in Hyderabad”. International journal and magazine of engineering, technology, management and research, 3(2)(2016) 411-414.
[58] Wu, S.I., The relationship between consumer characteristics and attitude toward online shopping. Marketing Intelligence &Planning, 21 (1)(2003) 37-44.
[59] Zhang P, Von Dran G.M, Small R.V and Barcellos S.,Websites that Satisfy Users: A Theoretical Framework for Web User Interface
Design and Evaluation. Proceedings of the 32nd Hawaii International Conference on System Sciences(1999).
[60] Zuroni M.J &Goh H.L., Factors Influencing Consumers Attitude towards E-Commerce Purchases Through Online Shopping.International Journal of Humanities and Social Science, 2(4) (2012).

Online Sources and Sites
[1] Annual Report 2015-2016. (2016). Dhaka: Bangladesh “Telecommunication Regulatory Commission (BTRC)”. Retrieved On January 25, 2019, fromhttp://www.btrc.gov.bd/sites/default/files/paper_files/Annual%20Report%202015-16%20English.pdf
[2] Digital Trends (2019). Retrieved on January 21, 2019, fromhttps://thenextweb.com/contributors/2019/01/30/digital-trends-2019-every-single-stat-you-need-to-know-about-the-internet/
[3] eMarketer (2016). “Worldwide retail e-commerce sales will reach $1.915 trillion this year”. Retrieved on February 11, 2019, from https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-trillion-This-Year/1014369
[4] eMarketer (2016). “The e-Marketer forecast for 2016”. Retrieved on February 02, 2019, fromhttps://www.emarketer.com/Report/Worldwide-Retail-Ecommerce-Sales-eMarketer-Forecast-2016/2001849
[5] Export Gov. (2017). Bangladesh –eCommerce export.gov. Retrieved On January 28, 2019, from https://www.export.gov/article?id=Bangladesh-ECommerce
[6] Global retail e-commerce sales 2014-2021 | Statistic. Statista. Retrieved on February 08, 2019, from https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/
[7] Haider, A. (2018). “Traffic Jam: The ugly side of Dhaka’s development, Dhaka, Bangladesh, The Daily Star.” Retrieved on January 4, 2019, from https://www.thedailystar.net/opinion/society/traffic-jam-the-ugly-side-dhakas-development-1575355
[8] Itu.int. (2015). ICT Facts & Figures. Retrieved February 15, 2019, available from https:www.itu.int/en/ITU-D/Statistics/Documents/facts/ICTFactsFigures2015.pdf
[9] Internet World Stats (2017). Retrieved on February 03, 2019, from https://internetworldstats.com/wp/2017-world-stats/
[10] Jessica Young (2019). Digital Commerce 360. Retrieved on February 04, 2019, from https://www.digitalcommerce360.com/article/global-ecommerce-sales/
[11] Nielson, A. (2017). Global consumer attitudes towards online shopping, Retrieved on February 19, 2019, fromhttp://indianresearchjournals.com/pdf/APJMMR/2017/September/3.pdf
[12] Parker-Hall, J. (2009).The History of Online Shopping. Retrieved on January 27, 2019, from https://ezinearticles.com/?The-History-of-Online-Shopping&id=2592183
[13] Payza Bangladesh Blog, (2015). Online shopping in Bangladesh-an emerging business sector. Retrieved April 23, 2019, from http://bangladeshpayzaewallet-bd.blogspot.com/2015/02/online-shops-in-bangladeshan-emerging-business-sector.html
[14] UNCTAD B2C E-COMMERCE INDEX 2016. (2016). UNCTAD Technical Notes on ICT for Development. [Online] UNCTAD. Retrieved on January 28, 2019 from
[15] http://unctad.org/en/PublicationsLibrary /tn_unctad_ict4d07_en.pdf
[16] https://www.businessinsider.com/global-ecommerce-2020-report
[17] https://thefinancialexpress.com.bd/views/views/e-commerce-in-bangladesh-where-are-we-headed-1578666791