FACTORS INFLUENCING CONSUMER TO BUY ELECTRONICS ONLINE : AN EMPIRICAL STUDY OF BANGLADESH

Abstract

This research aims to find out how consumers in Bangladesh are losing interest in buying electronic products online and how to overcome them through effective supply chain management on e-commerce sites and online platforms. Primary data was collected from 278 samples through questionnaire. Convenience techniques of sampling are used to collect data. Moreover, SPSS software is used for data analysis which is shown through tables and charts. This study indicates that there are some positive factors that consumers prefer to buy electronic products from online platforms viz. convenience and time saving. Otherwise, there are more negative factors like low trust which is basically driving away the consumers. The reason behind these negative factors are the supply chain mismanagement of the e-commerce site and online platform. Hence, in order to accelerate the buying and selling of electronic products on online in Bangladesh, it is necessary to eliminate the negative factors through supply chain management and to gain maximum trust of the consumers.