Digital Consumption Dynamics in Emerging Economies: A Critical Examination of Online Consumer Behavior Patterns in Bangladesh

Abstract

In this paper, the author critically looks at the nature of digital consumption and online consumer behavior in the emerging economy of Bangladesh, which is largely a fast-moving technological and has unique social-economic issues. This is to determine what factors play a role in the process of digital buying and behavior of different consumers of various consumer categories. Utilizing a mixed-methods design, this study employs the advantages of surveying coupled with the insights of discussing the behavior with the participants and draws both quantitative and qualitative data. Results show that digital literacy, trust in web applications, social-cultural effects, and accessibility of mobile internet are important predicates of the consumer behavior in the online commerce of Bangladesh. Further on, the importance of price sensitivity and peer recommendations in promoting online purchases is also evident whereas the apprehension of data privacy and fraud is viewed as an inhibitor. The research novelty is associated with the integrative framework of the study that puts consumer activity in the socio-economic context of an emerging economy and offers a contribution to the theories and practices in digital marketing and e-commerce. The study has significant policy implications for regulators, corporations, and academic researchers that want to maximize digital consumption practices in such settings.