This study aims to evaluate the consumer’s buying behaviours in online
shopping sites in Bangladesh. This study follows a mixed-method approach where
the researchers collected primary data from the questionnaire survey and
in-depth interview of the customers who buy services from the e-commerce site.
The findings from the cross-sectional study revealed positive effect (P-value > 0.005) of Psychographic
Indicators (0.049); Economic Indicators (0.339); and Socio-cultural Indicators
(0.297) coefficients on customer satisfaction towards e-commerce. However, the
demographic factor is not statistically significant (P-value > 0.005) and does not put any impact (0.321) on customer satisfaction.
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