Title: Consumer online purchase behaviour: perception versus expectation

Authors: Mahmud Akhter Shareef; Vinod Kumar; Uma Kumar; Yogesh K. Dwivedi

Addresses: School of Business, North South University, Plot 15, Block B, Bashundhara, Dhaka 1229, Bangladesh; Sprott School of Business, Carleton University, 1711 Dunton Tower, 1125 Colonel by Drive, Ottawa ON K1S 5B6, Canada ' Sprott School of Business, Carleton University, 1711 Dunton Tower, 1125 Colonel by Drive, Ottawa, ON K1S 5B6, Canada ' Sprott School of Business, Carleton University, 707 Dunton Tower, 1125 Colonel by Drive, Ottawa, ON K1S 5B6, Canada ' School of Management, Swansea University, Singleton Park, Swansea, SA2 8PP, Wales, UK

Abstract: Conceptualising online customer behaviour is very important, as more and more customers are interested in buying products through online. To capture online customer behaviour, this study has conducted empirical research in Bangladesh among general online customers who have experience in online buying or have an intention to buy from online boutique websites in Bangladesh. In this regard, the quality-purchase interaction model that was developed, based on both customer perception and the expectation of buying online from business-to-consumer electronic-commerce in Bangladesh, was used to capture actual customer behaviour or behavioural intention for online purchasing. We conducted path analysis through LISREL to reveal the causal relation between independent and dependent variables. There are some significant differences between online buying behaviour and the behavioural intention to buy online, that is between customers who have experience of online buying from a boutique website and those who have the intention to buy online but have not yet gotten an online buying experience.

Keywords: consumer behaviour; online buying behaviour; behavioural intention; electronic commerce; e-commerce; customer perceptions; customer expectations; online purchase behaviour; online shopping; Bangladesh; boutique websites.

DOI: 10.1504/IJICBM.2015.071587

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.3, pp.275 - 288

Received: 26 Apr 2014
Accepted: 17 Jun 2014

Published online: 03 Sep 2015 *

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