Customers' Attitude towards E commerce in Bangladesh: An Empirical Study on Some Selected B2C E commerce Sites
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