Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis

Shafiqul Islam · Mohammad Fakhrul Islam · Noor-E- Zannat

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

Consumer behavior and the way businesses conduct their operations have changed due to the widespread usage of internet purchasing worldwide. Bangladesh’s reliance on online shopping presents both opportunities and difficulties. The relatively large marketplace is driving up demand for online shopping. On the contrary, the need for greater technological proficiency that underpins online purchasing presents a significant challenge for entrepreneurs, managers, and consumers. This paper employed TAM (Technology Acceptance Model) to explore and predict Bangladeshi customers’ online purchasing intentions. The data were collected from 322 online consumers in Dhaka and analyzed with SEM utilizing SMART PLS 3. The data analysis demonstrates a significant association between consumers’ buying intention and Perceived Usefulness (PU), Perceived Ease of Use (PEU), Perceived Enjoyment (PE), and Subjective Norms (SN). On the contrary, the data portrayed Perceived Risk (PR) as insignificant. However, our findings suggest that the TAM can still be used to explain the change in behavior associated with using a marketplace, particularly when buying online products or services. In addition, to give a more profound knowledge, various user characteristics according to generation group still need to be studied. Findings further suggest that this study has academic and industry ramifications regarding anticipating consumers’ online purchasing choices in the digital marketing community. The study concludes with a discussion of its limitations and future research directions.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2005Three Approaches to Qualitative Content Analysis 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

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