Factors Influencing Customer’s Intention to Adopt Online Shopping: A Holistic Approach

Abstract

Internet users in Bangladesh have increased rapidly over the last couple of years. Marketers are taking advantage of this trend by opening up online stores to attract customers to shop online. However, translating internet users to online shoppers is still a challenge for marketers. The objective of this paper is to review the existing literature in order to identify the various key individual factors that influence customer’s intention to shop online and propose an integrated model that will explain the customer’s intention to adopt online shopping. The key factors that were identified are cultural, social influence, demographics (gender, age, education, and income), motivation, perceived risk, trust, and attitude. This study will provide implication to researchers and professionals alike who intend to study consumer behavior in relation to the adoption of online shopping.