Exploring the Factors Influencing Purchasing Intention of Bangladeshi Consumers on E-Commerce Platform Daraz.com.bd.

The e-Commerce sector has seen dramatic growth in Bangladesh since the early 2000s, although at the time the country lacked prevalent internet access with a reliable online transaction system. The Bangladesh Government is currently working on digitalizing the nation but the adoption rate of e-commerce is relatively low. This paper intends to comprehend the factors that influence the purchase intention of Bangla4deshi consumers from the e-commerce platform Daraz.com.bd. The survey questionnaire was encased in an online link for respondents to complete and submit. The survey received 302 respondents' data. It was established that the respondents' socio-demographic profiles - genders, age groups, and education levels - exhibited a significant impact on online purchase intention. Trust and quality were not correlated to online purchase intention while privacy negatively affected the purchase intention. Price, delivery, returning policy, and social influence affect purchase intention positively. Interaction test results showed that the effects of privacy and price, privacy and quality, and delivery and social influence hurt the dependent variable. However, these factors discretely affected purchase intention positively. The interaction between privacy and social influence, and quality and social influence enhance one another to demonstrate a positive effect on purchase intention. The results might help the company understand and target its future consumers and create focused advertisements for them. Additionally, to enhance the purchase intention of Daraz.com.bd visitors, the company needs to focus on improving certain factors while keeping in mind the interaction effect. [ABSTRACT FROM AUTHOR]