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

Abstract

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 per-test on 50 sample respondents eleven salient attributes are selected for the study. Finally 108 respondents are taken as the study sample. Martin Fishiness multi-attribute attitude models adopted to measure the customers’ attitude. Respondents were asked their belief and evaluation towards some B2C e commerce sites. The benchmark of positive belief is hypothesized as 4 in a 5 point scale.