Original Research

SAGE Open
July-September 2023: 1–19
Ó The Author(s) 2023
Behavioral Intention to Use Online for DOI: 10.1177/21582440231197495
journals.sagepub.com/home/sgo
Shopping in Bangladesh: A Technology
Acceptance Model Analysis

Shafiqul Islam1,2 , Mohammad Fakhrul Islam3,4,

and Noor-E- Zannat2,5

Abstract
Consumer behavior and the way businesses conduct their operations have changed due to the widespread usage of internet
purchasing worldwide. Bangladesh’s reliance on online shopping presents both opportunities and difficulties. The relatively
large marketplace is driving up demand for online shopping. On the contrary, the need for greater technological proficiency
that underpins online purchasing presents a significant challenge for entrepreneurs, managers, and consumers. This paper
employed TAM (Technology Acceptance Model) to explore and predict Bangladeshi customers’ online purchasing intentions.
The data were collected from 322 online consumers in Dhaka and analyzed with SEM utilizing SMART PLS 3. The data analy-
sis demonstrates a significant association between consumers’ buying intention and Perceived Usefulness (PU), Perceived
Ease of Use (PEU), Perceived Enjoyment (PE), and Subjective Norms (SN). On the contrary, the data portrayed Perceived
Risk (PR) as insignificant. However, our findings suggest that the TAM can still be used to explain the change in behavior asso-
ciated with using a marketplace, particularly when buying online products or services. In addition, to give a more profound
knowledge, various user characteristics according to generation group still need to be studied. Findings further suggest that
this study has academic and industry ramifications regarding anticipating consumers’ online purchasing choices in the digital
marketing community. The study concludes with a discussion of its limitations and future research directions.

Keywords
online buying, TAM, online consumers, e-commerce, Bangladesh

Introduction in recent years, with more than 85% of the world’s

The current research surveyed online buyers to ascertain
the factors influencing their shopping decisions and
future desire to shop online. This problem stemmed from
the plethora of e-commerce standards, which included
the demand for retailers and managers to understand
why consumers buy online to design efficient online pur-
chasing strategies for targeted online buyers (John, 2018;
Rahman et al., 2018). Online shopping is a subset of
e-commerce in which users can purchase products or ser-
vices from merchants over the Internet (Singh & Sailo,
2013). It offers online buyers and suppliers a distinct pol-
icy and atmosphere for conducting business in a digital
environment instead of a traditional one (Kariapper,
2021). The significance of online shopping is now
unquestionable, owing to its conspicuous impact on the
operations of online retail firms worldwide (Mandilas
et al., 2013). Online shopping has expanded in popularity
online population placing orders (Cheema et al., 2013;
Zaineldeen et al., 2020). However, while people in devel-
oped countries are more accustomed to online shopping,
those in developing or underdeveloped countries are yet
to be familiar with online purchasing (Akhlaq & Ahmed,
2016; Kariapper, 2021).
1
The University of Auckland, Auckland, New Zealand
2
United International University, Dhaka, Bangladesh
3
Stamford University Bangladesh, Dhaka, Bangladesh
4
Hungarian University of Agriculture and Life Sciences (MATE), Gödöllöó´ ,
Hungary
5
Thompson Rivers University, Kamloops, BC, Canada
Corresponding Author:
Shafiqul Islam, School of Social Sciences, The University of Auckland, 58
Symonds Street, Auckland 1145, New Zealand.
Email: sisl543@aucklanduni.ac.nz

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2 SAGE Open
Consequently, there is an undeniable need for addi-
tional research on online purchasing intention in underde-
veloped countries such as Bangladesh. The government of
Bangladesh has made significant steps to boost the coun-
try’s digital economy to keep pace with the rising global
demand for digital marketing (Hussain, 2015). Promoting
online marketing has been a colossal stride forward in
recent years. Online buying in Bangladesh has been made
easier by the government’s step by accepting online pay-
ment in 2009 (Chowdhury et al., 2021; Hussain, 2015).
Globally, the e-commerce industry has been growing
speedily (Vinerean et al., 2022). Due to the epidemic, the
tendency has become more prevalent in Bangladesh in
recent years (Hasnain, 2021). Regarding its thriving
e-commerce sector and the participation of its citizens,
the country has thus far had a very positive consequence.
People are gradually becoming aware of the benefits of
internet shopping and digital transactions. Companies
must understand these developments and execute appro-
priate strategies utilizing digital means of conducting
operations or rapidly adopting solutions.
By January 2021, there were 47.61 million internet
users, up 19% from 2020 to 2021 (Simon, 2021).
Bangladesh is an overpopulated country with 160 million
people (UNFPA, 2021), so the demand for online shop-
ping has increased over the years (Rahman et al., 2018;
Sadia et al., 2019; Shawon et al., 2018; Uddin & Sultana,
2015). One of the reasons for the rising online buying need
is the insufficiency of physical markets for these millions
of individuals. Moreover, this demand has been acceler-
ated due to the global pandemic caused by COVID-19
that prompted many governments, including Bangladesh,
to lockdown for an undefined time (Chowdhury et al.,
2021; Vinerean et al., 2022). Vinerean et al. (2022) noted
that the pandemic has resulted in numerous changes in
consumer behavior due to widespread lockdowns, social
distancing, limited purchasing opportunities, and other
precautions intended to prevent the spread of the virus. In
this vein, Chowdhury et al. (2021) maintain that the gov-
ernment of Bangladesh declared a nearly 3-month quaran-
tine to prevent the spread of the disease. After the
lockdown, people avoided crowded locations unless it was
an emergency. Individuals have gradually become accus-
tomed to online platforms to fulfill their daily needs.
What motivates people to shop online? People shop
online for various reasons, the most important of which
is the convenience of not having to travel to a physical
store to make a purchase, the option to compare prices
across numerous websites at once, the chance to escape
traffic, the opportunity to save time and fuel cost (Al-
Dwairi & Kamala, 2009 ). Earlier research found evi-
dence that people’s socioeconomic status significantly
impacts online shopping (Kariapper, 2021; Nawi et al.,
2019; Shawon et al., 2018; Uddin & Sultana, 2015). For
instance, Uddin and Sultana (2015) noted that the more
money and education people have, the more they make
online purchasing. Some other considerations, such as
age, geographic area, availability of internet sellers, and
perceived risks, may influence an individual’s decision
when buying online (Tong, 2010). On the contrary, inse-
cure electronic payments, slow transmission lines, a lack
of affordable merchandise demonstrations, and the tech-
nical inability to bring friends along on a shopping trip
are all technology-based impediments to consumer
acceptance (Jarvenpaa et al., 2000). However, the case of
Bangladesh is intriguing because, while online shopping
has grown in popularity over the years, the use of tech-
nology for digital marketing has become increasingly
complicated (Hassan et al., 1970; Rahman et al., 2018).
This research may unfold something exciting and novel
to alleviate pressing issues and pave the way for a more
convenient online shopping experience.
Literature Reviews and Hypothesis
Technology Acceptance Model (TAM)
The conceptual underpinnings of this research include the
popular technology adoption model, which is renowned
for its predictive ability, making it appropriate to a wide
variety of circumstances (Christian & Agung, 2020;
Venkatesh, 2000; Vinerean et al., 2022). The Technology
Acceptance Model (TAM) has been commonly used to
evaluate online purchasers’ acceptance of information
technology (IT) systems or e-commerce environments
(Davis, 1989; Zaineldeen et al., 2020). Because online shop-
ping entails utilizing online applications to buy products or
services, researchers studied it to implement information
technology systems. Consequently, the theoretical structure
was constructed using current research on e-commerce
technology acceptance (Klopping & McKinney, 2004).
Millions of visitors across several websites are curious
about digital marketing because it creates new communica-
tion opportunities with customers and other valued stake-
holders such as employers and suppliers (Ahamed et al.,
2020; Akhlaq & Ahmed, 2016; Y. Chen & Barnes, 2007;
Hassan et al., 1970). However, adapting to and accepting
the technology required for digital marketing poses a big
challenge. This study has covered consumers’ acceptance
and perceptions of the system utilized in online purchases.
Thus, this paper aims to assess the applicability of TAM
in the Bangladeshi context and better understand the fac-
tors that influence Bangladeshi online buyers’ adoption or
acceptance of online purchasing.
The Technology Adoption Model (TAM) was
adapted from the Theory of Reasoned Action (TRA),
derived initially from the field of social psychology
(Rauniar et al., 2014). It is commonly used to forecast
and explain new information technology adoption or
Islam et al.
acceptance (Davis, 1986; Fishbein & Ajzen, 1975). While
TAM was believed to cover a wide range of end-user
computing platforms and user populations (Davis et al.,
1989), the ‘‘Theory of Reasoned Action’’ was hypothe-
sized to represent human behavior most thoroughly
(Fishbein & Ajzen, 1975). TAM implies a person’s cen-
tral ideas about the system (perceived utility and ease of
use) that determine their attitude toward utilizing it. The
individual’s positive or negative feelings regarding con-
duct are referred to as attitude. According to Davis
(1993), TAM distinguishes between belief and attitude
and shows how internal input is causally related to
beliefs, attitudes, and behavior. The most significant
drivers of the actual system administration, based on
TAM, are perceived ease of use (PEU) and perceived
usefulness (PU) (Davis, 1993; Surendran, 2012). Shih
(2004) used TAM to assess consumers’ acceptability of
e-commerce and therefore revealed that perceived ease of
use (PEU) and perceived usefulness (PU) both had a
substantial effect on people’s attitudes toward e-business.
He further noted that user approval was strongly associ-
ated with opinions about e-shopping.
The TAM is a concrete, simple, dominant, robust
paradigm to explain human action, especially digital
marketing. However, despite its admissible significance,
the TAM’s universality is questioned by academics, espe-
cially in societies with low uncertainty avoidance, high
power distance, and a high level of collectivism, like
Bangladesh (Ahamed et al., 2020; McCoy et al., 2007).
Venkatesh (2000) also finds the TAM’s parsimony as one
of the significant flaws in this study. Based on this restric-
tion and the TAM theory’s simplicity and robustness,
researchers have aimed to incorporate variables from
similar approaches to cover additional crucial determi-
nants that might affect customers’ buying intention to
use (Tong, 2010). For example, perceived risk, enjoy-
ment, ease of use, and subjective norms are the most
familiar among the constructs to be considered in the
extended TAM (Brown et al., 2003; Davis et al., 1989;
Gefen & Straub, 2004; Igbaria et al., 1996; Pavlou, 2003;
Venkatesh, 2000).
The TAM is increasingly incorporating trust and per-
ceived risk, according to Pavlou (2003). Incorporating
trust and risk might be significant in Bangladesh, where
online customers are primarily less used to technology,
given that it is still a traditional country. However, the
advancement of technology has been increasing consider-
ably (Hussain, 2015). Hussain (2015) further noted that
though Bangladesh has made enormous technological
advancements in several fields, including telecommunica-
tion, internet connectivity and speed, digitization, and
media, it still needs to catch up in too many other areas.
But it is also true that individuals may perceive fewer
hazards as they become more habituated to e-commerce,
3
as noted by Islam and Saeed (2021). While perceived
enjoyment significantly influences utilizing new technol-
ogy (Igbaria et al., 1996), perceived ease of use measures
the degree to of an individual believes that using a system
would be straightforward (Davis et al., 1989). From sub-
jective norms, individuals might feel community pressure
to utilize or avoid a specific technology convenient to
their environment and cultural values (Abdullah &
Ward, 2016). Qiu and Li (2008) employed an extended
TAM to study the adoption of online business, including
three additional components: perceived enjoyment, trust,
and social presence. Cxelik and Yilmaz (2011) used
extended TAM to understand the customer acceptability
of online shopping. They added perceived enjoyment,
perceived trust, perceived service, and system quality to
the extended TAM. In subsequent years, many addi-
tional e-commerce studies have broadened TAM’s scope
to include confidence, computer self-efficacy, personality,
and perceived value (Daugherty et al., 2005; Gefen et al.,
2003; Qiu et al., 2006; Wu & Chen, 2005). However, the
following sub-sections detail the relationships among
these constructs examined in the current investigation.
Perceived Usefulness (PU)
Perceived usefulness (PU) was stated by Davis (1989) as
the amount through which a user’s performance will
increase due to using specific information technology. A
person’s assumption that deploying a new system will
improve their work performance is sometimes referred to
as perceived usefulness (Cheema et al., 2013). In another
article, Davis et al. (1989) define the term perceived use-
fulness as the framework which is accepted and applied
by individuals while purchasing products that may
increase the work performance of an organization.
TAM’s perceived utility used as a significant driver of
researchers’ intention to explore the acceptability of tech-
nology for the uptake of online commerce has been
demonstrated repeatedly (Davis et al., 1989; Rouibah,
2007; Savitskie et al., 2007). Customers are more inter-
ested in purchasing a product if it is perceived as valu-
able, according to Bhattacherjee (2001). The attributes
of the commodities and how they are helpful to the users
influence the utility of online shopping (Rose &
Dhandayudham, 2014). The chance that a consumer
may boost their efficacy by purchasing online, according
to Zhou et al. (2007), has a favorable impact on the
entire purchase process. When a customer believes that a
product or service will benefit them, the product’s utility
is realized, and their readiness to buy online increases
(Bagdoniene & Zemblyte, 2009; Zaidi et al., 2015).
However, according to two research, usefulness has
essentially little bearing on the chance of utilizing the
internet to make purchases (L. D. Chen et al., 2002;
4 SAGE Open
Vijayasarathy, 2004). Customers’ decisions to use tech-
nology such as the internet for online shopping are also
dependent on their perception of getting better products
than all other available options by using the internet (Al
Zubaidi & Al-Alnsari, 2010). According to Vinerean
et al. (2022), perceived usefulness affects significantly
during the COVID-19 pandemic when consumers used
online technology more frequently while purchasing to
avoid contracting the virus. However, it is assessed that
during COVID-19. Perceived usefulness has not affected
the student’s attitude toward e-learning (Sukendro et al.,
2020).
H1: Perceived Usefulness will be positively associated
with consumers’ behavioral intention
Perceived Ease of Use (PEU)
Perceived ease of use (PEU) is one of the two critical ele-
ments affecting consumers’ online purchasing (Mandilas
et al., 2013). It is defined by Davis et al. (1989) as ‘‘the
degree to which an individual believes that adopting a
specific system will be effortless in terms of both physical
and mental effort.’’Cheema et al. (2013) established that
perceived ease of use in online purchases affects custom-
ers’ impressions of one-business platforms. In this similar
vein, Venkatesh (2000) argued that numerous elements
affect perceived ease of service in the technology adop-
tion model, including internal control, for instance, com-
puter self-efficacy and external power, namely favorable
settings. PEU has both direct and indirect influence on
consumers’ online buying intentions, according to Chau
and Lai (2003). Davis et al. (1989) demonstrated that
perceived ease of use influences perceived usefulness,
whereby the more accessible technology is, the more ben-
eficial it can be. L. D. Chen et al. (2002) suggest that
PEU modulates behavioral intention indirectly through
attitude. Many consumers are likely to acquire and
employ technologies that are designed to be simple to
use, as Amaro and Duarte (2015) suggested. Because
online buying relies on information and communication
technology (ICT), a user-friendly application and inter-
face influence consumers to shop online (Al-Dwairi,
2013; Chiu et al., 2014). However, although PEU is one
of the powerful constructs influencing online buyers’
behavioral intention, its findings are inconsistent across
cultures. Several studies have concluded that PEU had
little impact on consumers’ propensity to shop online
(Koufaris, 2002; Lee et al., 2006; Savitskie et al., 2007).
PEU does not impact when the internet is used for a pur-
chase, according to Gefen and Straub (2000), but it does
change the desire to use the internet to use the website
for inquiry tasks (Lee et al., 2006). Rigopoulos and
Askounis (2007) also noted that PEU does not alter the
behavioral Intention to Use (BIU) for adopting online
payment.
H2: Perceived Ease of Use will be positively associated
with consumers’ behavioral intention
Perceived Enjoyment (PE)
Perceived enjoyment (PE) refers to the intrinsic desire to
use new technologies (Igbaria et al., 1996). Davis (1989)
stated that perceived enjoyment is the degree to which
the act of using a computer is regarded as pleasurable.
Lin et al. (2005) describe perceived enjoyment as a com-
pelling reason to continue utilizing online services.
Furthermore, perceived enjoyment is explained as the
level of happiness that a buyer feels while shopping
online on a specific website based on its ability to satisfy
them, regardless of the website’s performance that user
encounters (Ulaan et al., 2016). The level of enjoyment
people feel when visiting a website has a significant
impact on their likelihood of returning to it (Davis et al.,
1992). The perception of enjoyment is positively associ-
ated with the attitude toward using a given source
(Moon & Kim, 2001). Perceived enjoyment positively
impacts women’s buying behavior when exploring and
buying online products and services (Liu et al., 2005).
However, the esthetic approach and comfort are predic-
tors of online shopping decisions (Brown et al., 2003;
Girard et al., 2006). Hart et al. (2008) noted that one of
the prime purposes of using social networking sites is
having fun. Customers are more inclined to buy online if
they have a pleasant online buying experience on a spe-
cific webpage (Childers et al., 2001).
H3: Perceived Enjoyment will be positively associated
with consumers’ behavioral intention
Perceived Risk (PR)
Customers and e-retailers are physically and tempo-
rally separated, and internet services are unpredict-
able, resulting in an inherent amount of uncertainty in
online purchases (Al-Gahtani, 2011). Bauer (1960)
defines perceived risk (PR) as the unpredictability and
unfavorable outcomes associated with customers’
expectations. It represents the consumer’s perception
of the risk of unanticipated consequences while
researching and selecting products and services infor-
mation before making a final purchasing choice (Cox,
1967). According to consumer perceived risk percep-
tion, people fear making mistakes and suffering the
repercussions of their choices (J. W. Taylor, 1974). As
a result, the increased perceived risk in technology
adoption may engender feelings of fear and worry for
Islam et al.
online consumers (Abu-Shanab & Ghaleb, 2012;
Featherman & Pavlou, 2003). Additionally, risk per-
ceptions harm buyers’ intention to purchase online,
and they usually prefer low-risk online purchasing
(Jarvenpaa & Todd, 1996; Jarvenpaa et al., 2000;
Tong, 2010). Moreover, Jarvenpaa et al. (2000)
claimed that minimizing the risk of purchasing from
various online firms would raise the likelihood of
making an online transaction. Some earlier studies
found a high association between perceived risk and
behavioral intention to use.
H4: Perceived Risk will be negatively associated with
consumers’ behavioral intention
Subjective Norms (SN)
It is common for consumers to adopt their system’s
beliefs, attitudes, and behaviors either by admitting
others into their community or relieving their uncer-
tainty about adopting new technological solutions
(A. R. D. Liang & Lim, 2011). In this vein, Andronie
et al. (2021) noted that consumer satisfaction, buying
propensity, perceived value, and confidence are essen-
tial in articulating behaviors, attitudes, and intentions
to embrace mobile shopping. Ajzen and Fishbein
(1980) argue that subjective norms explain people’s per-
ception of the social pressure that affects executing the
desired behavior as a predictor variable. To some
extent, behavioral theories like the Theory of Reasoned
Action (TRA) (Fishbein & Ajzen, 1975) and the Theory
of Planned Behavior (TPB) (Ajzen, 1991) use the con-
cept and construct of ‘‘subjective norm’’ to reflect this
inter-subjective or collective impact, which might alter
TAM. Subjective norm refers to what family, friends,
professional firms, co-workers, and department heads
assume about the activity’s outcome (normative belief),
as well as how this norm influences conduct or the
incentive to conform (Pedersen, 2005). According to
Fishbein and Ajzen (1975), the subjective standard’s
impact is necessary for attaining particular conduct.
Mishra et al. (2014) argued that subjective norms signif-
icantly encourage people to do what they want. The
findings of Massoro and Othman (2017) were agreed
with S. Taylor and Todd’s (1995) IT usage analysis,
which concluded that subjective norm is critical in
describing performance expectancy. Shimp and Kavas
(1984), Vallerand et al. (1992), Chang (1998), and
Tarkiainen and Sundqvist (2005) all indicated a strong
connection between subjective norms and consumers’
intention to use the technological system.
H5: Subjective Norms will be positively associated with
consumers’ behavioral intention
5
Behavioral Intention to Use (BIU)
The desire of online customers to put in the effort
required to carry out an activity can be determined by
looking at their behavioral intentions (Ajzen, 1991).
Given that the available evidence on the TAM model
has supported the relationship between behavioral inten-
tion and use, most contemporary technology acceptance
model research has focused on forecasting behavioral
intention that will influence later use. Consumers are
more likely to consult their social system to gain insight
into and familiarity with novel technologies or gain
social validation for adopting a novel system (Vinerean
& Opreana, 2021). However, existing research on the
effect of social influence on consumers’ plans to maintain
online purchasing in their daily lives has yielded inconsis-
tent results. Because this relationship is highly context-
dependent and only occasionally has a significant impact
(see Dakduk et al., 2020; Shaw & Sergueeva, 2019;
Vinerean et al., 2021). According to the TAM, the lin-
kages exist among all individual and environmental ele-
ments, and their usage is influenced by the behavioral
intention, which is stated as the intensity of an individu-
al’s desire to conduct any behavior (Davis et al., 1989;
Fishbein & Ajzen, 1975; Venkatesh & Bala, 2008). Such
behaviors are assumed to imprison an acceptance-like
process (Venkatesh & Davis, 2000; Venkatesh et al.,
2003). The intention to utilize a website and acquire a
good or service, according to Pavlou (2003), is the final
stage of an online purchase. Consequently, online buying
intention is a prime factor in the behavior of online
consumers.
Pavlou (2003) further noted that behavioral intention
is identified as a customer’s willingness and desire to
engage in an online purchase. Raza et al. (2014) indicated
that behavioral intention refers to a situation between
buyers and sellers where the buyers are ready to strike the
transaction with the sellers. The firmness of the desire of
customers to execute specific purchase behavior over the
internet will get determined by the customers’ online buy-
ing intention in the digital world (Salisbury et al., 2001).
Variables like considering and anticipating a brand while
buying could be used to evaluate customer buying inten-
tion, as maintained by Laroche et al. (1996). Additionally,
the theory of reasoned action proposed that customer
experience may be anticipated from the intentions closely
related to a customer’s behavior driven by their activity,
purpose, and situation (Ajzen & Fishbein, 1980). Based
on the research of Day (1969), purposeful measurements
could be more successful than behavioral measures in cap-
turing a customer’s attention since customers may pur-
chase due to limitations rather than genuine desire when
purchasing. The distinctive character of online settings
impacts e-commerce acceptability and customer
purchasing intentions (Pavlou, 2003). Furthermore, past
6 SAGE Open

Table 1. Attitudinal Indicators.

Constructs Items Wording Source

Perceived PU 1 Online shopping save my time Akhlaq and Ahmed (2016),

Usefulness PU 2 Online shopping allow me to schedule other tasks more Cheema et al. (2013), Savitskie
conveniently et al. (2007)
PU 3 Online purchasing facilitates comparison shopping.
PU 4 Online purchasing will almost certainly increase my ability in locating
goods and services
PU 5 Online buying give me access to handy shopping information
PU 6 Overall, Internet shopping is a useful technology for searching and
buying goods
Perceived Ease of PEU 1 I find it easy to buy by online platforms Al-Dwairi (2013), Gefen et al.
Use PEU 2 I easily find everything I want online (2003), Davis (1989)
PEU 3 The payment system is hassle-free
PEU 4 Online shopping experience is simple and easy to follow
PEU 5 Online shopping help me to be skilled to buy a product
Perceived Risk PR 1 I feel that online transactions are not safe yet Akhlaq and Ahmed (2016), Al
PR 2 Online buying may have hidden costs or a lack of warranty Zubaidi and Al-Alnsari (2010),
PR 3 Online buying may have the inconvenience of repair and N. Park et al. (2004), Pavlou
replacement (2003)
PR 4 I experienced fraudulence while buying online
PR 5 I have doubts the acts and commitments made by online shoppers
PR 6 Overall, online buying may increase the dissatisfaction of the
customer
Perceived PE 1 I have fun when purchasing products online Ulaan et al. (2016), Zuroni and
Enjoyment PE 2 Online shopping provide me a lot of enjoyment Goh (2012), Moon and Kim
PE 3 I think that purchasing products online is interesting (2001), Davis et al. (1992)
PE 4 Online buying provide me a lot of excitement
Subjective Norms SN 1 I can easily share the experience of purchasing products online. Hajli (2014), A. R. D. Liang and
SN 2 The stakeholders involved in online shopping are easily expressed Lim (2011), Hsu and Lu
and cooperative (2004), Venkatesh and Davis
SN 3 My family members easily accept online buying (2000)
SN 4 The trend of online buying is popular in the context I live in
Behaviral Intention BIU 1 I intend to use online shops frequently to buy products and services. Al Zubaidi and Al-Alnsari
to use BIU 2 I intend to use online purchasing in the future (2010), AlAwadhi and Morris
BIU 3 I intend to use online purchasing as much as possible (2008), Y. Chen and Barnes
BIU 4 Overall, I like using the internet for my shopping activities (2007),
Moon and Kim (2001)

purchasing experiences are favorably connected to
e-commerce buying behavior (Shim et al., 2001).
Attitudinal Indicators
The following Table 1 is presented to indicate the attitu-
dinal indicators by illustrating individual construct,
items, wording and sources.
Research Methodology
The study’s primary objective is to examine Bangladeshi
consumers’ attitudes toward online buying by reviewing
the factors influencing their behavioral intentions, that
is, online buying decisions. Quantitative approaches is
employed to collect data from the targeted audience,
independent of profession, civil status, economic level, or
gender, but are over 18 years old and use various tech-
nologies, presuming that they currently shop online or
intend to do so in the future. The survey questionnaire
for this study was adjusted using prior literature taken
for different constructs that stemmed from actual and
extended TAM.
Research Design
This research was conducted in Dhaka, Bangladesh’s
capital city, with roughly 21 million people (World
Population Review, 2021). We chose Dhaka since it has
the highest population density and represents a good
cross-section of individuals from all over the country.
The non-probability sampling approach, also known as
purposive sampling, was employed because it facilitates
sample selection and data collection while relatively inex-
pensive (Battaglia, 2008; Hair et al., 2017; Saunders
Islam et al.
Figure 1. The conceptual model.
et al., 2019). One of the major benefits of a nonprobabil-
ity sample is avoiding the high nonresponse rate, which
is high in probability sampling (Brick et al., 2022). Baker
et al. (2013) note that nonprobability samples expand
the opportunity to reach only targeted participants to
achieve research objectives. In fact, the distinction
between sample collection and the objective of generali-
zation to a large population is of the utmost importance
for the researchers, as it can lead to a mismatch between
who or what is being sampled and the scope of any gen-
eralizations derived from subsequent data analysis
(Rafail, 2018).
Furthermore, to ensure reliable data, we focused on
respondents with a broader range of traits representing
the community (income group, profession, age, educa-
tion etc.). The questionnaire is divided into two sections:
one for the respondent’s background and the other for
measuring the items in question. We adopted latent vari-
ables and observed objects from the existing and vali-
dated literature (Table 1). All constructs were rated on a
five-point Likert scale: 1 represents strongly agree, and 5
expresses strongly disagree. The items are included in
Table 1, along with their sources. The conceptual model
is made up of five latent variables, each of which is quan-
tified by many observed items, as shown in Figure 1. The
only dependent variable, the consumer’s behavioral
7
intention to use (BIU), is linked to all independent
factors.
A pilot study helps improve the quality of market
research (Babbie & Mouton, 2010; Malhotra & Peterson,
2006). Prior to gathering the final data, a pilot study with
a sample size of 20 participants was carried out, consid-
ering the standard practice in market research (Hsieh &
Shannon, 2005). The pilot study includes diverse samples
of age, income level, and educational attainment to
ensure the accurate representation of the intended sam-
ples. After conducting the pilot study, we found that
some observed items were inappropriate and needed to
be clearly understood. As a result, we made a few minor
adjustments to increase the instrument’s validity, reliabil-
ity, and clarity (dropping items and rewriting some items
without changing their meaning). Finally, the main study
has conducted with the revised instrument.
Data Collection
Data collection occurred in two phases. The first phase
of data were collected using a Google Form for 2 months
(June and July 2021) when the lockdown was in force
because of Covid-19 in Bangladesh. The second round of
data was gathered following the article’s initial review in
January 2023. The second round of data collection
8 SAGE Open

Table 2. Respondents’ Demographic Characteristics. also low earners (below or slightly above 200 USD).
Table 2 shows the demographic information of each
Particulars Variables Frequency Percent respondent in detail.
Gender Male 185 57.45
Female 137 42.55
Total 322 100 Data Analysis
Age limit 18–24 202 62.73
25–34 78 24.22
Structural Equation Modeling (SEM) was used to ana-
35–44 23 7.14 lyze the data. SEM evaluates a set of predictors, explana-
45–54 17 5.27 tory models, or equations simultaneously (Chin, 1998;
55–64 1 0.31 Cohen et al., 2018; Wang et al., 2019). The maximum
65 + 1 0.31 explained differences between independent and depen-
Total 322 100
Marital status Single 245 76.08 dent variables are predicted and quantified using the
Married 72 22.36 PLS-SEM approach (Wang et al., 2019). Additionally,
Divorced/Widowed 5 1.55 PLS-SEM can forecast the amount a dependent variable
Total 322 100 will change due to independent variables (Arefin et al.,
Education High school & lower 0 0 2015). Using Smart PLS 3.0 software, the current study
HSC 37 11.49
Bachelor 220 68.32 examined confirmatory factor analysis and structural
Master or higher 65 20.18 relationships among the set of variables in the proposed
Total 322 100 model (Hair et al., 2017).
Current Full-time employee 85 26.39
employment Part-time employee 35 10.86
status Self-employed 17 5.27 Results and Discussion
Unemployed 159 49.37
Other 26 8.07 Measurement Model
Total 322 100
Monthly Below USD 200 91 28.26 To analyze the SEM, a sound and operative measuring
income USD 201–300 15 4.65 model is required. We used multiple reliability tools to
USD 301–400 11 3.41 assess the measurement model’s internal consistency (i.e.,
USD 401–500 13 4.03
Above USD 50,000 34 10.55 roh_A, composite reliability, and Cronbach Alpha), con-
No income (e.g., student) 158 49.06 vergent validity (i.e., AVE, Cross-loading, and item sig-
Total 322 100 nificance), and discriminant validity (i.e., FL criteria and
HTMT ratio) following Hair et al. (2017) guidelines.

increased the sample size from 212 to 322 to improve

data reliability and research validity. Though the study
was conducted in a large city, Kline (2010) states that the
minimum sample size for SEM is 200, so a sample size of
322 meets the requirement significantly. In fact, a sample
size that is too small does not accurately represent the
population, whereas a large sample size involves putting
more individuals at risk (Michaelides, 2021). As a result,
an optimal sample size we adopted to ensure statistically
significant differences and scientifically valid results (see
Gumpili & Das, 2022).
To connect with the participants, we mainly used
social media platforms like Messenger and WhatsApp
and sent the survey queries to them. Participants who
lacked online shopping experience were excluded from
the study. A total of 450 surveys were given out, and 322
(71.6%) of them were returned. Respondents ranged in
age from 18 to 65 and were 43% female and 57% male.
Almost 50% of the respondents are unemployed; the rest
are full-time, part-time and self-employed. Regarding
education, most participants (68%) completed their
bachelor’s degree. The majority of the participants are
Reliability and Validity
Construct Reliability. The cut-off value of the observed
items’ factors loading in smart PLS is 0.7 (Hair et al.,
2011). And the specific cut-off value for factor loading
should be determined based on the context of the
research to optimize the model’s quality in terms of
validity and reliability (Yoo & Donthu, 2001). Past stud-
ies noted that factor loading of items below 0.700 is
inconsistent with the underlying theoretical construct
(Ramaseshan & Stein, 2014). Moreover, they do not con-
tribute to measuring the intended construct (Alalwan
et al., 2017) and are weakly related to the intended con-
struct (Cavazos-Arroyo & Máynez-Guaderrama, 2022).
As a result, we excluded a few items (PR 2, PR 3, PR 6,
SN 1; PU 3, PEU 4) from the measurement model due
to their low factor loadings (0.600) to improve the mod-
el’s reliability and validity. However, PEU 3 and SN 2
were retained since they are almost close to the cut-off
value (0.70). In some cases, items can be retained with
factor loading slightly below the recommended cut-off
value, which is an acceptable level of measurement
Islam et al. 9

Table 3. Loading, Construct Reliability and Convergent Validity.

Reliability
Validity
Constructs Measurement items Factor loadings Cronbach alpha rho_A CR AVE

Behavioral Intention to Use (BIU) BIU 1 0.752 0.804 0.811 0.872 0.631
BIU 2 0.753
BIU 3 0.832
BIU 4 0.836
Perceived Usefulness (PU) PU 1 0.709 0.801 0.811 0.862 0.556
PU 2 0.783
PU 4 0.801
PU 5 0.714
PU 6 0.718
Perceived Ease of Use (PEU) PEU 1 0.825 0.735 0.744 0.834 0.557
PEU 2 0.750
PEU 3 0.683
PEU 5 0.721
Perceived Enjoyment (PE) PE 1 0.720 0.807 0.841 0.872 0.632
PE 2 0.864
PE 3 0.723
PE 4 0.860
Subjective Norms (SN) SN 2 0.695 0.710 0.701 0.807 0.584
SN 3 0.802
SN 4 0.791
Perceived Risk (PR) PR 1 0.752 0.688 0.698 0.776 0.537
PR 4 0.706
PR 5 0.739

Note. Significance of each item, that is, observed variable’s p-values are: .000.

reliability (Aboelmaged & Gebba, 2013; S. J. Cheng
et al., 2023).
Hair et al. (2017) and Saunders et al. (2019) recom-
mend that the Composite Reliability (CR) be more sig-
nificant than 0.70 (CR . 0.7), indicating that each item
in the measurement model measures the same concept.
Cronbach’s alpha (Hair et al., 2017; Wasko & Faraj,
2005) and Roh A (Hair et al., 2017) values should be
between 0 and 1, indicating that the proposed research
model’s variables are internally consistent. The closer the
value is to 1, the greater the internal consistency of the
latent variables. All the variable prerequisites (Cronbach
Alpha, roh_A, and CR) are met (Table 3). When the the-
oretical model is compared to the empirical model, the
corresponding items for several constructs are discarded
due to their low loading values to achieve a decent model
fit. As a result, the structures are regarded to be suffi-
ciently reliable.
Convergent Validity
Hair et al. (2017) instruct that the Average Variance
Extracted (AVE) value must exceed 0.5 (AVE . 0.5).
Table 3 shows the factor loadings between constructs
and AVE that satisfy the model’s reliability decision
threshold. Additionally, the significance of each item,
that is, the observed variable’s p-values, is .000, indicat-
ing the items’ convergent validity.
Discriminant Validity: HTMT and Fornell- Lacker (FL)
Criteria
Discriminant validity approaches such as the HTMT
and Fornell–Lacker (FL) criteria validate the measuring
model. Table 4 shows the Heterotrait-Monotrait correla-
tion ratio (HTMT), which must be less than .85 (HTMT
.85) to be considered valid (Hair et al., 2017; Henseler
et al., 2016).
Additionally, the Fornell–Lacker (FL) criterion sug-
gests that the construct’s square root of the AVE was
greater than the inner correlations. Table 5’s off-diagonal
entries represent the correlations between the variables.
Table 5 demonstrates the Fornell–Lacker criteria, in
which all diagonal values (Square root of AVE) are more
significant than values in off-diagonal cells. Hence, the
model conforms to all the prerequisites for HTMT and
Fornell–Lacker (FL) discriminant validity.
Structural Model
The structural model shows the possible paths in the
research framework. For evaluating the structural model,
10 SAGE Open

Table 4. Heterotrait-Monotrait Ratio (HTMT Test).

BIU PE PEU PR PU SN

BIU
PE 0.706
PEU 0.765 0.732
PR 0.266 0.293 0.212
PU 0.691 0.617 0.824 0.257
SN 0.741 0.675 0.643 0.194 0.473

Table 5. Fornell–Lacker Criterion (FL Test).

BIU PE PEU PR PU SN

BIU 0.794
PE 0.592 0.795
PEU 0.601 0.568 0.747
PR 0.181 0.195 0.056 0.732
PU 0.559 0.496 0.631 0.172 0.746
SN 0.535 0.493 0.447 0.057 0.343 0.764

Note. Values in bold represent square-root of AVE.

Table 6. Model fit. perceived enjoyment, perceived usefulness, and perceived

Saturated model Estimated model
SRMR 0.044
NFI 0.812
the R2, Q2, and importance of paths are used to figure
out how good or bad it is. According to Hair et al.
(2017), these three things prove that their structural
model is valid and factual. They say that R2, f2, and the
significant level of the path coefficient all show how well
the structure works. We looked at the five hypotheses in
a bootstrap process with a sample size of 5,000 and used
t-statistics to determine the path coefficient consistent
with the method (Henseler et al., 2016).
Coefficient of Determinants (R2)
The squared multiple correlation coefficients (R2) are
listed in Figure 2. The model’s strength is determined by
the intensity of each structural path as determined by the
R2 value for the endogenous construct (Peñalver et al.,
2018); R2 must be larger than or equal to .1. (Falk &
Miller, 1992). The results suggest the presence of an R2
value greater than .1. As a result, the capability for pre-
diction is addressed. The coefficient of determination
(R2) for Behavioral Intention to Use (BIU) is .531, sug-
gesting that it varies by 53.1% due to all latent factors,
including subjective norms, perceived ease of use,
risk. It displays the high representation of the indepen-
dent variable in predicting it (Table 6).
0.049
0.823
Strength of Effect (f 2) and Blindfolding Based Cross-
Validated Redundancy (Q2)
Henseler et al. (2015) and Chin (1998) defined an effect
size of 0.02 as small, 0.15 as a medium, and 0.35 as large.
The strength of effect sizes (f2) is utilized to quantify the
model’s representational influence on various factors
(Henseler et al., 2015). We assessed the strength of each
construct’s influence in Table 7, which ranges between
0.019 and 0.622.
Through blinded cross-validation, the current study
established the parameter’s predictive ability (Q2). When
Q2 exceeds zero (0) for any dependent variable, the result
is deemed acceptable because it demonstrates the route
model’s predictive relevance (Hair et al., 2017). 0.412 is
more than or equal to 0.35, indicating that our model is
highly predictive. Table 7 reaffirms the criterion.
Model Fit
The Standardized Root Mean Square Residual
(SRMR) and the Normed Fit Index (NFI) are used to
evaluate the model’s fit quality. SRMR was 0.049,
which is less than the desired value of 10, indicating
that the model fit was sufficient (Hair et al., 2017).
Figure 2 illustrates the structural model used in this
study. The NFI value is 0.82, which is more than the
Islam et al. 11

Figure 2. The structural model of the study.

reliable and stable estimates (Hair et al., 2017; Kock,

Table 7. Strength of Effect (f2) and Blindfolding-Based Cross-
2015). Therefore, the five proposed hypotheses were
Validated Redundancy (Q2).
tested with 5,000 subsamples using standard bootstrap-
f2 Effect size ping, and the proposed research model was validated
using the path coefficient, t-value, and p-value. Typically,
PE ! BIU 0.374 Large the chosen significance level for testing the path coeffi-
PEU ! BIU 0.416 Large cients in the Structural Equation Model is set to .05,
PR ! BIU 0.019 Small
PU ! BIU 0.322 Medium which states a 5% chance of making a type I error (reject-
SN ! BIU 0.622 Large ing a true null hypothesis). Therefore, the p-value gener-
ated from bootstrapping is used to test the significance of
Note. Blindfolding based cross-validated redundancy (Q2): BIU = 0.412. the path coefficients, with p \ .05 (Hair et al., 2017).
According to Table 8, the buyer’s intention to use (BIU)
is significantly associated with PE-perceived enjoyment
cut-off value for model fit. NFI values range from 0 to (b = .223, t-value = 3.402, p \ .000). Similarly, PEU-
1; the closer the value is to 1, the more reliable the fit. perceived ease of use (b = .230, t-value = 3.748,
NFI values greater than 0.9 often indicate a solid fit p \ .000), PU-perceived usefulness (b = .205, t-value =
for the model (Lohmoller, 1988). 3.167, p \ .001), and SN-subjective norms (b = .248,
t-value = 4.997, p \ .000) significantly influence buyer
intends to use (BIU). As a result, all the hypotheses are
Hypotheses’ Testing supported as hypothesized, and all are highly significant
The iteration number in the bootstrapping procedure can except PR. That particular hypothesis has been rejected.
vary depending on the sample size and nature of the Before verifying the structural model, we confirmed
model. However, a minimum of 2,000 to 5,000 iterations the Variance Inflation Factor (VIF) utilized to investi-
number is recommended by previous studies to obtain gate the lateral collinearity effect. We revealed that the
12
Table 8. Path Co-efficient and Hypotheses’ Testing Results.
Hypothesis Path coefficient (b) SD
H1 PE ! BIU .223 0.066
H2 PEU ! BIU .230 0.061
H3 PR ! BIU .075 0.049
H4 PU ! BIU .205 0.065
H5 SN ! BIU .248 0.050
Note. Coefficient of determinations (R2): .531.
p\.10. *p\.05. **p\.01. ***p\.001.
VIF values in Table 8 ranged from 1.906 to 1.066, which
fulfilled the Hair et al. (2017) requirements.
Discussion
Online shopping is conceptualized as a process that
finally results in a consumer deciding whether or not to
purchase based on a specific behavior. In fact, this beha-
vior can be researched from a variety of perspectives. As
such, a variety of circumstances might lead to the devel-
opment of either a positive or negative attitude regarding
the use of this new technology. The purpose of this study
was to build a novel integrative model to account for
Bangladeshi online buyers’ behavioral intention to use
technological systems independently when making an
online purchase. Based on the TAM, a conceptual model
was developed to augment this properly proven frame-
work by including five additional predictor factors (i.e.,
perceived usefulness, perceived ease of use, perceived
enjoyment, persisted risk, and subjective norms). Data
was gathered from 322 participants who had prior expe-
rience with online shopping. The results demonstrated
that the model had a high internal consistency and relia-
bility level, indicating significant explanatory power.
The result indicates that consumers select online pur-
chasing by considering many factors. Two fundamental
components of the Technology Acceptance Model
(TAM) are perceived utility and ease of use (Davis et al.,
1989). The current study also reveals that perceived use-
fulness and ease of use are two of the most important
predictors of user acceptance and utilization of technol-
ogy in the Bangladeshi context. This finding corroborates
some recent cross-cultural studies that have demon-
strated that perceived efficacy significantly predicts pur-
chasing intent. For example, Yang et al. (2011) noted
that perceived usefulness positively affects online pur-
chasing intention. Some other studies (see more Alalwan
et al., 2017; B. Cheng & Chen, 2019; Miao et al., 2020)
also found that perceived efficacy significantly predicts
online buying intention. Our study also found evidence
that perceived enjoyment and subjective norms signifi-
cantly affect the intention to use. These findings also are
SAGE Open
t-Value p-Value Inner VIF Remarks
3.402 .000*** 1.773 Supported
3.748 .000*** 1.906 Supported
1.548 .061 1.066 Not supported
3.167 .001*** 1.678 Supported
4.997 .000*** 1.499 Supported
consistent with some past studies. Studies conducted by
J. Chen et al. (2016), X. Liang et al. (2019), and Lu et al.
(2019) demonstrated that perceived enjoyment has a pos-
itive effect on purchasing intent. The positive association
of subjective norms influencing buying intention is
another remarkable finding of our study. Our findings
demonstrate that subjective norms derive from the beliefs
and attitudes motivated by others (e.g., family members,
friends, co-workers, etc.). Some previous studies also
recorded similar findings (see more Fathema et al., 2021;
Ngai et al., 2007; S. Y. Park et al., 2012).
In contrast, the hypothesis regarding perceived risks
was found insignificant (=0.075, t-value = 1.548,
p . .061) in the Bangladeshi context, despite having a
significant impact on internet buyers in other countries,
as indicated by our literature reviews (see Ahamed et al.,
2020; Chiu et al., 2014; Jarvenpaa et al., 2000; Tong,
2010). Identical evidence was also revealed in
Bangladesh. According to Fidai (2022), several online
shopping platforms have recently perpetrated many
financial frauds in Bangladesh. She further noted that as
the online market experiences unprecedented growth, the
number and strength of shrewd sellers behind keyboards
have also increased, rendering this relationship unstable
and dubious. Another study (see Shawon et al., 2018) on
Bangladeshi online shoppers found evidence that per-
ceived risk significantly impacts consumers’ intentions to
purchase.
However, one of the reasons behind the insignificant
findings regarding perceived risk is that we did not con-
trol our participants regarding their demographic pro-
files. According to the participants’ demographic profile
(Table 2), 87% of respondents are young. Previous stud-
ies indicate that because the younger population is more
accustomed to and comfortable with technology, they
perceive online shopping as less risky (see Andronie
et al., 2021; Dang et al., 2020; Škerháková et al., 2022).
Dang et al. (2020) reveal that younger consumers are
more likely to make impulse purchases online because
they feel that the anonymity of the internet makes it less
risky. Younger consumers were more likely to make pur-
chases through social media because they trusted the
Islam et al.
recommendations of their friends and felt that it was a
more personal and less risky way to shop (Ayalew &
Zewdie, 2022). Moreover, financial scams in online buy-
ing mainly happen to other customer clientele dealing,
especially with B2B transactions in Bangladesh, as
Murtaza (2021) noted. The product or services with low
prices are not scammers’ targets, so there might have lit-
tle chance of being affected in the Bangladeshi context,
affirming the insignificant outcome of the perceived risk
factor in our study.
Additionally, our data analysis reveals that about
50% of respondents (primarily dependent families) had
no income. Most participants are low earners (below or
slightly above $200) who typically purchase goods and
services with modest budgets and daily necessities that
are less risky. These results support earlier research (see
Nawi et al., 2019; Rahman et al., 2018), which noted that
people with low incomes and those without jobs might
view online purchasing as less risky due to its conveni-
ence and accessibility. Nawi et al. (2019) found that con-
sumers prefer online buying as they can compare prices
across various online stores from their homes or offices.
Rahman et al. (2018) observed that people with low
incomes were more likely to make online purchases
because they viewed the internet as a means to access
products and services they could not otherwise afford.
Implications of the Research
Our research has academic and industry implications in
light of the importance of anticipating online consumers’
purchasing intentions in the digital marketing commu-
nity. We have adopted TAM to help online retailers
build new technology tools for their online consumers.
They can look into how perceived usefulness, enjoyment,
ease of use, risk, and societal standards influence the pur-
chasing decisions of online consumers. These findings
might fill the gaps in the earlier literature to extend TAM
to predict online consumers’ behavioral intentions. On
the other hand, according to the findings, e-commerce
operators can use this information to help them develop
various tactics to increase the likelihood that customers
will purchase online. Thus, the results of this research
also have critical applications in the real business world.
Marketing can use early online identification of buyers
with high purchase intent to adopt numerous online tech-
niques for consumer intention, personalized suggestions,
sales boosting, and targeted offers. Personalized recom-
mendations, targeted promotions, and discounts can
benefit from our research on cross-cultural contributions
to the digital marketing community. If they want to fur-
ther their marketing strategies, this might help entrepre-
neurs discover their most profitable online business for
both products and services.
13
Limitations and Future Research Direction
Despite the careful attention paid to research methodol-
ogy, the current study may have significant limitations.
For instance, there may have a risk of research bias due
to the convenience sample approach, which may only
generalize some of the population. Because our study
was done in Dhaka and focused on online consumers
with a small sample size (322), a significant portion of
the sample was young (87%, age group 18–34 years),
limiting the study’s generalizability. Future research
should expand the number of respondents in the nation-
wide study and mix different age groups with a specified
threshold number for each group. The current study
used only the survey method for data collection, which
needs to be more comprehensive to examine the effects
of various constructs on consumers’ online buying inten-
tion. As a result, more research is needed following a
combination of other data collection methods, such as
in-depth interviews with some survey participants, to
understand better which factors influence their percep-
tions of online purchasing in Bangladesh. Self-selection
bias may have influenced our results because our sample
included solely active internet consumers. There may be
varying perceptions of the influence of practical utility,
subjective norms, hedonic value, and perceived risk on
individuals who have already ceased purchasing products
and services from online platforms.
The findings of the current study established its value.
Examining attitudes, intentions, and actual shopping
behavior in Bangladeshi culture and place is crucial.
Appropriate design recommendations require a detailed
grasp of how various factors affect behavioral choices
when consumers shop online. Because those factors may
change over time as the market evolves and customers
gain more knowledge and information, longitudinal
research on online shopping behavior is required. As this
study established the feasibility of TAM use in
Bangladesh, future research may be conducted in detail
to ascertain the elements influencing Bangladeshi online
consumers’ behavioral intention to online purchasing.
An additional study can be conducted to improve under-
standing of the aspects that affect perceived risk, which
is essential for Bangladeshi online buyers. More studies
also can focus on the utility and comfort of usages, such
as price, web usability, and online payment options.
Additional research on more individual qualities that
may aid in identifying potential clients is possible, partic-
ularly given the absence of information on online shop-
ping adoption in Bangladesh. We also have not revealed
the demographic variations that influence behavioral
intention to use, which have been researched and proven
significant in previous studies in cross-sectional studies
globally. Indeed, internet shopping is a relatively new
phenomenon in emerging economies such as Bangladesh
14
and should be investigated in conjunction with other
demographic characteristics such as level of education,
gender identity, area, and income that may influence
behavioral intention to use. To sum up, the findings of
this work provide an ideal starting point for further dis-
cussion on future research endeavors in this area in
Bangladesh.
Conclusion
Bangladesh’s reliance on online shopping presents both
opportunities and difficulties. The relatively large mar-
ketplace in terms of population size is driving up demand
for online shopping. On the contrary, the need for greater
technological proficiency that underpins online purchas-
ing presents a significant challenge for entrepreneurs,
managers, and online consumers. Our research supports
Davis’s (1989) theory that TAM significantly influences
people’s intentions to purchase online. The current study
aimed to present the development of TAM, highlight the
limitations of the earlier iteration of this theory and
examine technology acceptance and adoption in online
purchasing better to understand individual behavior in a
developing country like Bangladesh. According to our
findings, the Technology Acceptance Model (TAM)
model can still be used to explain the change in behavior
associated with using a marketplace, particularly when
buying online products. To give a more profound knowl-
edge, various user characteristics according to generation
group still need to be studied. This is helpful for busi-
nesses to identify and address any early-stage phenomena
relating to customer satisfaction, effectiveness, and loy-
alty in using a marketplace for online purchasing.
Acknowledgment
The authors acknowledge and appreciate the spontaneous
responses of the participants in this research.
Authors’ Contribution
The lead investigator, Shafiqul Islam, oversaw the study’s
concept and design, methods, questionnaire design, evaluat-
ing, editing, and finalizing the first edition. The second
author, Fakhrul Islam, prepared questionnaire, methodologi-
cal design, data curation, and analysis. As the third author,
Noor-E-Zannat assisted with the production of literature
evaluations, revisions, and reference corrections. The final
manuscript has been read and approved by all writers.
Declaration of Conflicting Interests
The author(s) declared no potential conflicts of interest with
respect to the research, authorship, and/or publication of this
article.
SAGE Open
Funding
The author(s) received no financial support for the research,
authorship, and/or publication of this article.
Ethics Statement
All procedures used in studies involving human subjects fol-
lowed applicable ethical standards.
ORCID iD
Shafiqul Islam https://orcid.org/0000-0003-1806-5868
Data Availability
Data is available on request.
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