Title: Determinants of customers' buying decision in the digital market

Authors: Md. Aminul Islam

Addresses: Department of Management Information Systems, School of Business, Independent University, Bangladesh (IUB), Plot 16, Block B Aftab Uddin Ahmed Rd., Dhaka 1229, Bangladesh

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.

Keywords: determinants; customer; digital market; buying decision; influence.

DOI: 10.1504/IJBG.2022.123612

International Journal of Business and Globalisation, 2022 Vol.30 No.3/4, pp.330 - 339

Received: 04 May 2019
Accepted: 21 Nov 2019
Published online: 30 Jun 2022 *

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