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Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh



Author(s)

Meher Neger, Burhan Uddin

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DOI:10.17265/1537-1506/2020.03.003

Comilla University, Comilla, Bangladesh

The aim of the study was to investigate the factors affecting consumers’ internet shopping behavior during the coronavirus disease (COVID-19) pandemic in Bangladesh. The study measured the influence of product factor, price factor, time saving factor, payment factor, security factor, administrative factor, and psychological factor on consumers’ internet shopping behavior during the coronavirus disease (COVID-19) pandemic. The research collected data from May 10, 2020 to June 10, 2020 in personal interview by online survey method through a structured questionnaire with five-point Likert scales from 230 Bangladeshi online consumers. Non-probability sampling method was used. Data were analyzed using descriptive statistics analysis, reliability analysis, and multiple regression analysis. Results exhibited that all factors except price factor and security factor had a momentous and positive association with consumers’ internet shopping behavior during the coronavirus disease (COVID-19) pandemic in Bangladesh. It has implications for e-marketing practicing firms regarding the real strategy of online shopping for Bangladeshi consumers during the coronavirus disease (COVID-19) pandemic in Bangladesh.