Skip to content
Advances in Decision Sciences (ADS)

Advances in Decision Sciences (ADS)

Published by Asia University, Taiwan; Scientific and Business World

  • About This Journal
    • Aim and Scope
    • Abstracting and Indexing
    • Editorial Board
    • Editorial Workflow
    • Publication Ethics
    • Paper Submission
    • Manuscript Format
    • Manuscript FAQ
    • Subscription Information
  • Editors Menu
    • Editors’ Roles and Responsibilities
    • Handling a Manuscript
    • Peer Review at ADS@AU
    • English Editing
  • Special Issues
    • About Special Issues
    • Editorial Board Special Issues
    • Preparing a Call for Papers
    • Promoting a Call for Papers
    • Special Invitation
    • Special Issues FAQ
    • Published Special Issues
  • Table of Contents
    • Table of Contents for Year 2024
    • Table of Contents for Year 2023
    • Table of Contents for Year 2022
    • Table of Contents for Year 2021
    • Table of Contents for Year 2020
    • Table of Contents for Year 2019
    • Table of Contents for Year 2018
    • Archive Contents for Year 1997 to 2017
      • Table of Contents for Year 2017
      • Table of Contents for Year 2016
      • Table of Contents for Year 2015
      • Table of Contents for Year 2014
      • Table of Contents for Year 2013
      • Table of Contents for Year 2012
      • Table of Contents for Year 2011
      • Table of Contents for Year 2010
      • Table of Contents for Year 2009
      • Table of Contents for Year 2008
      • Table of Contents for Year 2007
      • Table of Contents for Year 2006
      • Table of Contents for Year 2005
      • Table of Contents for Year 2004
      • Table of Contents for Year 2003
      • Table of Contents for Year 2002
      • Table of Contents for Year 2001
      • Table of Contents for Year 2000
      • Table of Contents for Year 1999
      • Table of Contents for Year 1998
      • Table of Contents for Year 1997
  • Contact Us
  • Home

Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach

Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach

Title

Online Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach

Authors

  • Khondaker Sazzadul Karim
    Department of Marketing, American International University Bangladesh, Dhaka, Bangladesh
  • Mohammad Ekramol Islam
    Department of Business Administration, Sonargaon University, Dhaka, Bangladesh
  • Abdullah Mohammed Ibrahim
    Department of Business Administration, Northern University Bangladesh, Dhaka, Bangladesh
  • Shin-Hung Pan
    Department of Information Management, College of Informatics, Chaoyang University of Technology, Taiwan
  • Md. Mominur Rahman
    Major in Accounting & Information Systems, Research Wing, Bangladesh Institute of Governance and Management (BIGM), Bangladesh

Abstract

Purpose: The research aims to discern the factors of online marketing that influence consumer intention and enhance satisfaction, particularly in Bangladesh.
Methods: The study uses quantitative data, targeting respondents from urban areas and cities from various socio-economic classes. This study uses a two-stage structural equation modeling-artificial neural network approach. Initially, the analysis utilized the PLS-SEM method to assess the structural model. Finally, the analysis used the ANN approach to check the robustness of the findings.
Results: The study’s findings reveal that convenience, comparison, ease of use, and variety-seeking significantly influence customer satisfaction in online shopping. Conversely, promotional activities and customer service were found to have less impact on customer satisfaction. Customers anticipate prompt and efficient service, and a failure to meet these expectations can strain the customer-seller relationship.
Practical implications: This study presents an alternative business model without needing physical store visits. However, despite the growth of internet technology in Bangladesh and its potential to provide products and services at lower costs, convincing customers to shop online remains a challenge for online traders.
Originality: This research offers a unique perspective on the dynamics of online marketing and consumer satisfaction in Bangladesh, shedding light on the factors that drive or deter online shopping in a developing nation using the two-staged SEM-ANN approach. This provides actionable knowledge for decision-makers in online service provision, aligning with the quantitative methodology’s characteristic of Decision Sciences.

Keywords

Online marketing, Brand promotions, Consumer satisfaction, purchasing intention

Classification-JEL

M30, M31, M37, C39, J28

Pages

24-54

How to Cite

Karim, K. S. ., Islam, M. E. ., Ibrahim, A. M. ., Pan, S.-H., & Rahman, M. M. (2024). Online Marketing Trends and Purchasing Intent: Advances in Customer Satisfaction through PLS-SEM and ANN Approach. Advances in Decision Sciences, 27(4), 24-54.

https://doi.org/10.47654/v27y2023i4p24-54

Post navigation

Previous PostOnline Marketing Trends and Purchasing Intent Advances in Customer Satisfaction through PLS-SEM and ANN Approach

Submit Paper

Register / Submit




Special Issue Information

About Special Issues

Categories

ISSN 2090-3359 (Print)
ISSN 2090-3367 (Online)

Asia University, Taiwan

Scientific and Business World

4.7
2023CiteScore
 
86th percentile
Powered by  Scopus
SCImago Journal & Country Rank
Q2 in Scopus
CiteScore 2023 = 4.7
CiteScoreTracker 2024 = 8.5
SNIP 2023 = 0.799
SJR Quartile = Q1
SJR 2024 = 0.814
H-Index = 20

Flag Counter
Since July 28, 2021

Powered by Headline WordPress Theme
Go to mobile version