Factors of ICT that are influencing consumers to move forward into digitalization during the global pandemic (e.g., COVID-19): A case study in Bangladesh

  • Farhan Shahriar

    Student thesis: Master's Thesis


    The topic of this research study is “Factors of ICT that are influencing consumers to move forward into digitalization during the global pandemic (e.g., COVID-19): A case study in Bangladesh”. This research study aims to examine the factors affecting consumer behaviour during COVID-19. Customer shopping behaviour has changed, and people are becoming used to accessing, using and adapting to online shopping rather than visiting stores physically due to COVID-19 restrictions. It is not known how long the trend will last but it can be observed that there will be changes in current and future models in almost every business around the world. The panic situations all over the world, the frustration of losing jobs, mental stress while isolated and many other factors are making consumers act differently while shopping from e-commerce or different social media platforms. A qualitative research approach has been developed to conduct this research study. Bangladesh is a developing country in the south-Asian zone and day by day the number of users of online shopping is increasing rapidly as it was during COVID-19, several businesses have shifted to online form to attract consumers during COVID-19, and it is expected that they will continue with this mode. Therefore, it is very important to identify the factors that are encouraging consumers to shop online because businesses, policyholders and government can use these findings to make the online marketplace a safer place. The individual factors were investigated whether age, gender, education, employment, knowledge, panic news, fraudulent activities, digital payment, and anxiety have an impact on online shopping in Bangladesh. From the analysis, it has been identified that the level of income, age, gender, employment, panic news, digital advertisement, and online fraudulent activities positively impact consumer purchase behaviour whereas cashless payment and shopping frequency are not significant while purchasing from online. This survey study also identifies consumers' perceptions of online shopping and examines whether their knowledge level of online shopping increased during this global pandemic. Full details of the research performed, and the result is presented in this research thesis.
    Date of Award2023
    Original languageEnglish
    SupervisorMasoud Mohammadian (Supervisor) & Abu Barkat Ullah (Supervisor)

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