Factors Influencing Online Purchase Intention in Bangladesh: The Role of Free Shipping, Price Discounts, and Shipping Costs

Abstract

Bangladesh e-commerce growth has led to the use of promotions, by online merchants. This e-commerce growth also brings chances for promotions. Among them shipping and price discounts are two of the most common types of promotion. I wonder which type of promotion is more appealing, to customers when shopping online . To find answers this paper Compare how free shipping and price discounts influence consumer perception of savings and purchasing behavior. This research looks at shoppers, in urban areas of Bangladesh especially in Dhaka. A quantitative method has been used for this research. In this method, data is collected through a structured questionnaire based on various scenarios of shopping and scaled at 5 points. The influences of independent variables (type of promotional offer and the cost of cart) and dependent variables (perceived savings and the rate of purchase abandonment) are studied. Besides that the effects of age, income and shopping frequency are also examined in this research. The study will help to determine which of the two types of promotions is more beneficial for online customers.