Consumer perceptions and satisfaction toward online shopping: A cross-sectional study of Sylhet city

Bangladesh has experienced continuous progress in the digital landscape, with a significant portion of the population now having access to online services. This rapid expansion has made online shopping more accessible and contributed to its growing popularity. This study aims to examine the consumer perceptions toward online shopping and identify the factors influencing consumer satisfaction in Sylhet city. Data were collected using purposive sampling from 150 respondents through a structured questionnaire. Descriptive statistics were used for demonstrating demographic characteristics of the respondents and to know the consumer perceptions on online shopping. Reliability analysis, factor analysis and multiple regression were employed to identify the significant factors that affect consumer satisfaction. The findings showed that most of the respondents became aware of online shopping through social media, purchased products from online occasionally and mainly used Facebook rather than another social platform. Factor analysis technique suggested that among the five identified factors product & service value is the most important factor affecting overall satisfaction of consumers. Furthermore, multiple regression analysis revealed that all the identified factors had a statistically significant influence on consumer satisfaction. This research finding gives valuable insight to online retailers on what aspect they should focus on to enhance consumer satisfaction.