Developing online shopping intention among people: Bangladesh perspective

Abstract

Electronic commerce is now a means for business growth and expansion in relation to both small and large firms irrespective of their geographical locations. Bangladesh is still far from development of such e-commerce specially B2C (Business to Consumer) e-commerce. This paper sets out to develop a conceptual but contextually grounded B2C online shopping customer intention model in Bangladesh perspective. We undertake a review of the e-commerce and other literatures in order to arrive at our conceptual model. The paper showed that online purchase intention and its continuity depend on attitude of customer that ultimately influenced by trust or belief on online shopping, subjective norms that depend on social and media role, control variables and some support facilities. This conceptual framework provides good theoretical platform for empirical grounded research on electronic commerce in Bangladesh.