Consumer behavior in urban e-commerce adoption : a comparative study of Dhaka and Bangkok on technology acceptance and cultural influences | |
| Author | Akter, Mahmuda |
| Call Number | AIT RSPR no.SM-25-02 |
| Subject(s) | Consumer behavior--Thailand--Bangkok Consumer behavior--Bangladesh--Dhaka Electronic commerce--Thailand--Bangkok Electronic commerce--Bangladesh--Dhaka |
| Note | A research study submitted in partial fulfillment of the requirements for the Degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | This study examines the key drivers of e-commerce adoption and satisfaction among urban consumers in Bangkok, Thailand, and Dhaka, Bangladesh, two culturally distinct yet rapidly evolving digital markets in Asia. By focusing on technology use's behavioral and cultural dimensions, the research offers insights into how trust, internet usage behavior, cultural values, and consumer preferences shape online shopping engagement in emerging economies.Grounded in the Technology Acceptance Model (TAM) and Hofstede’s framework of cultural dimensions, the study also explores how perceived barriers moderate the adoption process and how consumer behavior mediates the relationships between trust, culture, and e-commerce use. Addressing a gap in cross-cultural digital commerce research, this comparative approach provides a richer understanding of user behavior in Southeast Asian cities. The data were collected through a structured survey of 800 respondents, 404 from Bangkok and 396 from Dhaka, using stratified random sampling to ensure demographic representation. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to explore the intricate relationships among variables.The results reveal significant differences between the two cities. Trust, cultural background, and internet usage in Bangkok significantly influence e-commerce adoption, with consumer behavior mediating strongly. In Dhaka, trust and internet use also directly affect adoption, but consumer behavior's mediating role is weaker, indicating a gap between intention and action. Additionally, the influence of perceived barriers is more pronounced in Bangkok, reflecting its more mature but competitive e-commerce landscape. These findings suggest that a uniform digital strategy is inadequate for diverse markets. Instead, e-commerce platforms and policymakers should adopt a trust driven, locally tailored, and culturally aware strategy to promote inclusive and sustainable growth in digital economies.This study contributes to the growing body of cross-cultural research on technology acceptance in developing urban contexts. |
| Year | 2025 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Khan, Syed Shurid |
| Examination Committee(s) | Kamonkanok Kiatisakchai;French, Joseph Jerome |
| Scholarship Donor(s) | AIT Scholarship, |
| Degree | Research Studies Project Report (M. BA.) - Asian Institute of Technology, 2025 |