| In Bangladesh online shopping is growing beyond the expectation.Mostly shopping online for fashion products is gaining popularity in Bangladesh.In 2013,3G was introduced in Bangladesh,and its increased internet usage,and on the other hand,online market usage continues to increase incredibly because of aggressive sales and marketing of smartphones.Bangladeshi people are quite enthusiastic about technology and at the same time,they are also passionate about online shopping.Only the major barriers of this online shopping in Bangladesh are consumer behavior and perceptions of Bangladeshi online market.This paper endeavors to recognize the factor influencing customer perception on online purchase intention among the Bangladeshi online fashion customer.This paper is primarily based on the related theory and research of online purchase intention in Bangladesh,analyze the impacts of online purchase intention and its variables on Bangladeshi customer through the empirical analysis.First combining the theories and the related research of online purchase intention perceived security,product quality,customer service quality,cost saving,and time saving is taken as independent variables.Consumers' online purchase intention is closely related to trust and perceived security.Hereby,the essay makes these 2 variables as mediator variable,the establish relation mode between the independent variables and online purchase intention and from these variables research hypothesis were developed.Questionnaire for the final survey were distributed through online via google form to the respondent of Bangladesh who has online shopping experiences.The results are focused 379 responses from the respondent got from the online survey and data were analyzed by SPSS 23.0 statistical software.So,from the result,findings are:(1)The influence of the 5 independent variables on the online purchase intention is different.From the correlation,the most influential is the product quality,followed by cost saving and customer service quality.These three variables affect purchase intention in Bangladesh online market through direct and indirect effects;(2)Perceived value has better correlation than trust with online purchase intention.And time saving has higher correlation with perceived value than cost saving;(3)from the regression,it is found that the last hypothesis was not established which is 'H12 Time saving is positively related to online purchase intention'.So,time doesn't impact Bangladeshi customer at the time of online purchase.(4)time saving and trust had to deduct from the final framework after testing the mediating effect of trust and perceived value with all the variables.From this investigation it shows that product quality had a significant relationship with online purchase intention.Simultaneously,product quality can increase individual customer value perceptions of online fashion product purchase in making good online market platform.It is also discovered that cost saving,and customer service quality are additionally significantly significant for customers in new growing online markets of Bangladesh.Combining the conclusions,it can also be proposed that the following marketing recommendations:Customers negative perspectives can be changed to positive by improving the market strategy according to the importance of the variables influence in Bangladeshi online market. |
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