Abstract:
The purpose was to study Bangladeshi customers' online shopping activities to create a model of their online purchasing behavior. The Technology Acceptance Model, which was especially utilized to evaluate and develop a model of Bangladeshi online purchase behavior, incorporated e-trust, security, and perceived risk as moderators. Both descriptive analysis and a quantitative methodology were used in this investigation. To distribute questionnaires and gather primary data, 385 respondents were chosen as samples for the online survey. The survey was examined to ascertain how the moderating effects of risk, security, and trust in the Technology Acceptance Model affected internet marketers' intentions to make purchases. Online shoppers in Bangladesh were the focus of this study. This study's population consisted of all consumers who used smartphones or other devices (such as PCs and laptops) to make online purchases from websites like Daraz.com, Ajkerdeal.com, or other product marketing sites. Purposive sampling and non-probability sampling were used to collect samples, and SEM was used for analysis. The results showed that consumer attitudes were positively influenced by perceived utility, perceived ease of use, and purchase intentions. They also showed that perceived ease of use was positively influenced by purchase intentions reinforced by perceived risk, and they were positively influenced by purchase intentions reinforced by security and e-trust.
