Author Information
M Zayed Sakif, Bangkok University, ThailandPapob Puttimanoradeekul, Bangkok University, Thailand
Abstract
This study investigated the significant positive effects of Digital Marketing, Service Marketing, and Service Delivery on Consumer Buying Behavior in the e-commerce sector of Bangladesh. Employing a quantitative research design, data were collected via an online survey from 408 respondents. The findings from the Multiple Regression Analysis confirmed that all three factors have a statistically significant positive impact on consumer purchasing behavior (p < 0.05). Digital Marketing emerged as the strongest predictor (beta = 0.534), followed by Service Marketing (beta = 0.356), and then Service Delivery (beta = 0.289). The combined model explained a substantial 69.4% of the variance in consumer purchasing behavior (R^2 = 0.694). In conclusion, these results demonstrate that while Service Marketing and Service Delivery favorably influence online purchase decisions, Digital Marketing is the most critical factor for driving consumer purchasing behavior in Bangladesh's e-commerce industry. The study provides valuable strategic guidance for businesses operating in this market.
Paper Information
Conference: MediAsia2025Stream: Advertising
This paper is part of the MediAsia2025 Conference Proceedings (View)
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To cite this article:
Sakif M., & Puttimanoradeekul P. (2026) The Impact of Digital Marketing, Service Marketing and Service Delivery Factor Towards Consumer Buying Behavior in the Local E-commerce Industry ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2025: Official Conference Proceedings (pp. 77-86) https://doi.org/10.22492/issn.2186-5906.2025.7
To link to this article: https://doi.org/10.22492/issn.2186-5906.2025.7
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