文章基本信息

标题：Customers’ Attitude towards E-commerce in Bangladesh: An Empirical Study on Some Selected B2C E-commerce Sites
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作者：Bulbul Ahamed ; SM Monirul Islam ; Kismat Qaom 等
期刊名称：Journal of Business and Technology (Dhaka)
印刷版ISSN：1992-271X
出版年度：2016
卷号：10
期号：1
页码：37-54
语种：English
出版社：Northern University Bangladesh
摘要：This study aims at identifying salient attributes of e-commerce sites in Bangladesh. The study tries to assess the perception of customers about the performance of major-e-commerce sites on those attributes. Eighteen potential attributes are preliminarily selected, and after conducting a pre-test on 50 sample respondents eleven salient attributes are selected for the study. Finally 108 respondents are taken as the study sample. Mertin Fishbein’s multi-attribute attitude models adopted to measure the customers’ attitude. Respondents were asked their belief and evaluation towards some B2C ecommerce sites. The benchmark of positive belief is hypothesized as 4 in a 5 point scale. The significance of the difference between observed mean of customers’ belief and the predetermined benchmark is measured by left tailed Z statistic. It is found that the sample respondents believe that the performance of the B2C e-commerce sites in Bangladesh is up to the benchmark in teams of only two attributes among the eleven. The findings of this study may be used by the existing B2C e-commerce companies as well as by the future e-commerce entrepreneurs in Bangladesh to establish a quality and customer-driven B2C e-commerce industry. Even the customers will be benefitting if the industry considers the findings of the study. Journal of Business and Technology (Dhaka) Vol.10(1) 2015; 37-54
关键词：B2C e-commerce;Attitude;Belief;Evaluation