Factors influencing Customer Purchasing Attitudes towards F-commerce in Bangladesh: Youth Group Perspective

The study's objective is to identify the key factors that influence customers' attitudes towards purchasing on Facebook and establish the relationship between these variables and consumers' buying behavior on f-commerce. A quantitative research design was utilized to accomplish the goal of the study. This study utilized convenience sampling as a non-probability method of sampling. The study was conducted with a sample size of 219 young individuals engaged in online purchasing. In addition, the data was analyzed using the Structural Equation Model (SEM) with the assistance of PLS 4.0. Finally, the results demonstrate the intricate interaction between multiple factors and client preferences. Trust-related concerns, such as protecting sensitive information and online safety, significantly shape buying decisions of young customer groups. This study suggests that sales services, including prompt delivery and promotional activities, affect customers' opinions of f-commerce. F-commerce is also influenced by promotional activities, which in turn shape young consumers' perceptions. The report highlights the importance of companies understanding and addressing these factors in order to enhance customer engagement and achieve success in the digital marketplace. The study's findings will assist f-commerce enterprises in developing customized marketing plans for young customers.