文章基本信息

标题：Customer Perception on Purchasing Through Facebook in Bangladesh: An Empirical Study on Dhaka City
本地全文：下载
作者：Fazlul Hoque ; Tahmina Akter Joya ; Taskin Afrin 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2020
卷号：24
期号：2
页码：1-14
语种：English
出版社：The DreamCatchers Group, LLC
摘要：The growing use of the Internet has opened a new door to customers for online shopping and sellers for marketing their products or service through individualized messages cost-effectively by shifting the business platform from brick and mortar orientation to an online platform. Social media have introduced a new interactive environment where consumers can communicate with a company; share their positive and negative experience with the other consumers, exchange ideas which ultimately influence the marketing decision of the company and customer purchase intention further. Hence, the marketers are connecting themselves in various social media such as Facebook, Myspace, Instagram, WeChat, imo, Skype, Line and others for engaging and interacting with more customers to serve better by understanding real needs. The study aimed to understand the customer perception on purchasing through Facebook, determinants motivating to purchase through Facebook. The data were collected from120 respondents through face to face interview by one set structured questionnaire and STATA 15 software was employed to analyze the data according to the purpose of the study. The OLS (Ordinary Least Square) resulted that security, home delivery, a wide range of collection, Reference, price, quality, and after-sale service persuaded the customers to purchase through Facebook. Moreover, ANOVA (Analysis of Variance) showed that After-sale service, home delivery, quality of the product, price and security were affecting customer satisfaction significantly. The study also revealed that more female prefers to purchase through Facebook than male. Finally, the customers were in various age group but major segments of the customer had an age between 21-30 and 31-40 years.
关键词：Marketing;Customer;Facebook;Price;Satisfaction.