Consumer Buying Behavior towards E-Commerce: A Survey Study of Consumers at a Selected Online Shopping Site in Dhaka, Bangladesh

This study aims to evaluate the consumer’s buying behaviours in online shopping sites in Bangladesh. This study follows a mixed-method approach where the researchers collected primary data from the questionnaire survey and in-depth interview of the customers who buy services from the e-commerce site. The findings from the cross-sectional study revealed positive effect (P-value > 0.005) of Psychographic Indicators (0.049); Economic Indicators (0.339); and Socio-cultural Indicators (0.297) coefficients on customer satisfaction towards e-commerce. However, the demographic factor is not statistically significant (P-value > 0.005) and does not put any impact (0.321) on customer satisfaction.