Sabrina Akhter

The paper strives to investigate the influential factors that might significantly affect consumers’ intention to shop from online websites. On this premise, this paper aims to examine the impact of perceived trust (PT), convenience (CONV), perceived website quality (PWQ), and subjective norm (SN) on individuals’ intention towards online shopping (ITOS). The paper proposed a study framework based on previous relevant literature. The study has drawn samples from private university students of Bangladesh. A quantitative research approach was adopted, followed by a survey method. Only undergraduate and postgraduate students of two Bangladeshi universities were considered as respondents as it is believed that they were the primary online shoppers in Bangladesh perspective. The sample size in this paper is 339, which was deemed adequate to run regression analysis. SPSS software has been utilized to conduct correlation and regression analysis. The convenience sampling method was applied in the study as the population is not known. This paper applied a 95% confidence interval to accept the hypotheses. Correlation results confirm that all independent variables correlated with ITOS. The findings of the paper report that PT, CONV, PWQ, and SN have a significant impact on students’ intention towards online shopping (ITOS). Henceforth, the online business managers can utilize the findings of this paper to understand the young consumer behaviors and develop a solid and effective online marketing plan for sustainable business performance.

Digital social entrepreneurship is increasingly receiving recognition in emerging economies to maximize societal benefit. The objective of this study is to examine the factors determining students’ intentions toward digital social entrepreneurial ventures. The targeted population was students of various programs, namely business, humanities, science, tourism, and pharmacy, of private and public universities in Bangladesh. This study is quantitative and exploratory in nature, whereas online self-administered questionnaires were prepared to collect data from 433 students in Bangladesh between January and June 2023. The model was tested and the hypotheses were confirmed at the 5% significance level using SPSS v26.0; a Cronbach’s alpha (α) value of 0.70 or higher was considered adequate for measuring reliability. The results show that students’ innovativeness, social pro-activeness, and risk-taking motive positively affect their intention toward digital social entrepreneurial intention. These results may aid in developing successful plans and regulations to support the expansion of digital social entrepreneurial intention in Bangladesh by the government, non-governmental organizations, the neighborhood, civil society, and researchers.