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DIU-JOURNAL OF BUSINESS AND ENTREPRENEURSHIP

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Paper Title
Determinants of Online Purchase Intention of Young Consumers in Dhaka City

Authors

Md. Khairul Alam Rasel, Sabiha Afsari

Abstract

Due to technological and literacy advancements, consumers have shared a proportionof their consumption through electronic commerce with the means of internet. Such internet-basedonline shopping is very popular among the young souls of the country. This study aims to findassociated factors which impact young consumers’ online purchase intention. A descriptiveresearch technique was used in this study, where 237 samples were taken to collect data. Primarydata have been collected from the respondents through a questionnaire by adopting an onlinesurvey method. First, a reliability test was conducted to determine the consistency of the responsebetween the items. Later, exploratory factor analysis and regression results were interpreted,which ended up testing the hypothesis. The result of the analysis shows that Trust (T), SocialInfluence (SI), Perceived Usefulness (PU), Perceived Ease of Use (PEU) and Behavioral ControlAwareness (BCA) are critical in defining the online purchase intention of young consumers.

Keywords

Electronic Commerce (e-commerce), Trust, Social Influence, Perceived Usefulness, Behavioral Control Awareness.

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