CONSUMER BUYING BEHAVIOR TO ONLINE SHOPPING: A STUDY ON PRIVATE UNIVERSITY STUDENTS OF BANGLADESH
Nowadays, Technology has evolved online shopping to become a thriving business. In this industry, Bangladesh has enormous potential. This study aims to understand how the global web has influenced people's attitudes and behaviors. In this study, the descriptive method is utilized to get quick responses from the respondents. In the present study, a non-probabilistic sampling method was used to collect data from the private universities around Dhaka and other divisions. We identified 500 students and conducted personal interviews with them, and 430 of them responded to the survey, yielding a 90% response rate. Ordinal regression analysis has been used to measure the effect of some independent variables on consumer buying behavior. We found that age groups "26-30" and "31-35," specific income ranges, and sources of information such as "Promotional Campaigns" and "Social Media" play a significant role in influencing the outcome. Moreover, better assistance and concentrating on improved client experience to expand.
Consumer; Behavior; Online Shopping; E-Commerce; University Students; Bangladesh.