Determinants of customers' buying decision in the digital market
by Md. Aminul Islam
International Journal of Business and Globalisation (IJBG), Vol. 30, No. 3/4, 2022

Abstract: This research tried to find factors that influence customers buying decision in a digital market platform. To do this research, with demographic analysis we followed regression analysis where 230 respondents responded who were acquainted with the digital market and media as well as buy often from the digital market. Among various variables, shorter delivery channel, available compared information, return policy of defective goods, popularity of the website, content of websites, products diversification, privacy, and secured payment gateway are found to be foremost determinants of customer buying decision. For digital marketers, founded the list of factors will work as key hub while planning their target market especially on those areas where most of the online purchase is made.

Online publication date: Thu, 30-Jun-2022

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