Urban Youth Attitude toward Online Shopping : Evidence from Dhaka City

The study aims to assess the attitude of urban youth toward online shopping. The study was conducted on the age bracket 18-35 who are generally the primary and secondary target market of the online shops. An organized and adaptive survey was conducted on 119 respondents using convenience sampling. Descriptive statistics were used to analyze data. The study reveals most of the respondents visit online sites a couple of times a week. Moreover, most of the respondents want to buy products up to BDT 4,000 but are willing to buy products up to BDT 5000 for branded products. So, there is a huge potential for branded products. There are more mobile banking users than bank cardholders. Therefore, mobile banking can add new doors for online shopping. Most popular online products are clothing, food & beverage, mobile accessories, electronic goods, and beauty products. The major distress appears to be that products delivered do not match the product shown in the online shop and product’s quality. People would prefer to physically examine the products before buying them online. The study also reveals previous online buying experience and online reviews have a high influence on online buying behavior. The study supports that youth perceive online shopping is trustworthy. Though youth recognize that online shopping is convenient and think the price is cheaper but there is room for improvement