What makes someone want to buy something online? A PLS-SEM approach: evidence from Bangladesh

Buy something online

Abstract

This study investigates the determinants of consumers' online purchase intention, utilizing elements from the Unified Theory of Acceptance and Use of Technology (UTAUT) model, with income as a moderator. Data was acquired by handing out questionnaires to 522 Bangladeshi internet users and analyzed using SmartPLS 3.0 software with structural equation modeling (SEM). The findings show that behavioral intention is significantly predicted by performance expectancy, effort expectancy, social influence, and facilitating conditions with income significantly moderating these relationships. The findings have practical relevance for online retailers to enhance strategies based on these findings. By examining specific elements within the UTAUT framework in the context of online purchase intention in Bangladesh, this study adds to the body of current material. It also tackles the dearth of studies on the moderating influence of income in the UTAUT model, providing insightful information for governments and online merchants alike regarding the behavior of consumers.