Factors Affecting Consumers' Purchase Intention towards Online Shopping Platform Daraz: A Study on Kushtia Region

Research Objectives To identify the key factors that influence consumers' purchase intentions towards online shopping platforms in Bangladesh, with a specific focus on the Daraz platform in the Kushtia region. To provide insights and recommendations for Daraz in Bangladesh in creation of marketing plans and positions their market offer that effectively address the demands and preferences of customers in the Kushtia area. Literature Review:The rise of e-commerce has significantly transformed consumer shopping behavior.With platforms like Daraz gaining popularity in South Asia, understanding the factors influencing purchase intentions becomes critical.This review synthesizes existing literature on consumer behavior in online shopping, focusing on key factors that impact purchase intention.Online Shopping Behavior of Consumer: Online shopping is a rapidly growing trend worldwide, particularly in the age of the internet and mobile devices [16].With its ease of use, accessibility, and large selection of goods from several sellers, it has completely changed the way that customers purchase [17].According to Lin & Shen [18], the act of purchasing a product by a customer to fulfill a need or want and consider the product's effect on the surroundings or the user is known as consumer buying behavior.Consumer behavior varies from person to person.Personal, demographic, and psychological characteristics are some of the many contributing aspects, as identified by Van et al. [19].Research by Okofu et al., [20] observed that customers save time by searching the internet for products that are within their budget.When purchasing online, a customer searches multiple websites for the particular item they require followed by Abu-Al et al., [10].Online Shopping: One of the most well-known e-commerce sites in Bangladesh is Daraz, which provides customers with a large selection of goods [12].It has been growing swiftly and taking over the top spot in this industry.The workforce at Daraz Bangladesh is young, vibrant, dynamic and enterprising individuals.They want to share their innovative web concepts with the Bangladeshi market, which is developing rapidly [13].At the moment, Daraz is concentrated on expanding its business operations in Bangladesh.Bangladesh is an emerging economy with incredible growth potential [12].The writers Hossain, Islam & Rahman [21] states that, with a 23.4% market share in 2021, Daraz was the most widely used e-commerce platform in Bangladesh.Products from a variety of categories are available on Daraz, including technology, apparel, home and living, medical and cosmetics, and more.Daraz's emphasis on offering a large selection of goods at affordable costs is one of its defining characteristics, as noted by Hasan & Ahmed [15].Another important aspect of Daraz is its focus on customer service and support.The marketplace collaborates with numerous domestic and foreign vendors to provide a wide range of goods in numerous categories.This has helped in drawing in a sizable consumer base that seeks price and convenience from their internet buying, as observed by Zhou et al., [22].