Analyzing Website Characteristics that Influences Consumer Buying Behavior

Abstract

The internet in Bangladesh has witnessed phenomenal growth. The Internet has developed into a new distribution channel and very soon the internet payment gateway will open for Bangladeshi people. This has created a need to understand how website factors influences consumer buying behavior. The motivation for this research is the fact that numerous organizations in Bangladesh do not realize the importance of website to their consumer for better service delivery quality and ultimate impact on the organizations portability. The purpose of this research was to examine if there are any particular factors that influence the online consumer. Six factors was identified Ease of use, Product information, Entertainment, Trust, Currency, Customer support. To address the research objective, surveys were administered to 150 university students from public and private universities. Primary data was collected through a survey that was conducted on students at the Jahangirnagar University, American International University – Bangladesh (AIUB) and North South University. Results indicate that all web site factors have influences on consumer buying behavior. These findings suggest that online retailers should emphasize site factors that best suit the involvement/experience profile of their primary users.