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Factors Affecting the Selection of an E-Commerce Website in Bangladesh: E-tailers’ Perspective

Author

Listed:
  • Samira Sahel

    (Department of Business Administration, University of Asia Pacific, Dhaka, Bangladesh,)

  • Tasmia Anwar

    (School of Business Administration, East Delta University, Chittagong, Bangladesh,)

  • Barnali Nandi

    (Department of Business Administration, University of Asia Pacific, Dhaka, Bangladesh.)

Abstract

With the phenomenal growth and rapid pervasion of E-commerce observed in recent time, it becomes crucial on the part of the online retailers in Bangladesh to develop an evaluation criteria system in order to keep up with the fierce competition as well as ensure efficient resource allocation. Prompted by this, the research attempted to investigate the factors that influence the customers in choosing websites for making online purchase. Accordingly, 11 e-tailers from the consumer goods sector have been surveyed and the factors that have been ascertained are- ease of usage, privacy & security, past experience, brand Image, product variety & customer service. Through the employment of Analytical Hierarchical Process the key factors have been ranked. The research reveals that among the chosen factors, ease of usage ranks first securing 45% weight which is followed by privacy & security, past experience, customer service, product variety and brand image. In reaching this judgment, the inconsistency level generated by the synthesis of AHP was 7% which falls below the threshold value of 10%, suggestive of the viability of the result. The implications and findings have been put forward for the e-tailers to make timely decision regarding the features and operations of e-commerce websites.

Suggested Citation

  • Samira Sahel & Tasmia Anwar & Barnali Nandi, 2018. "Factors Affecting the Selection of an E-Commerce Website in Bangladesh: E-tailers’ Perspective," International Review of Management and Marketing, Econjournals, vol. 8(4), pages 1-6.
    • Handle: RePEc:eco:journ3:2018-04-1
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    References listed on IDEAS

    as
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    3. Erik Brynjolfsson & Yu (Jeffrey) Hu & Michael D. Smith, 2003. "Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers," Management Science, INFORMS, vol. 49(11), pages 1580-1596, November.
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    Cited by:

    1. Md. Jahangir Alam, 2018. "Transformation of Retailing in Bangladesh: A Holistic Approach," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 8(2), pages 38-51, December.

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    More about this item

    Keywords

    E-tail; Analytic Hierarchy Process; Bangladesh.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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