Online shopping attitude of women in Sylhet city, Bangladesh

The study was undertaken to understand the attitude of women towards online shopping. A sample of 100 respondents from Sylhet city participated in the survey. A self-administered questionnaire with likert scale was used in the survey. Snowball sampling technique was used to reach the respondents. Data analysis was accomplished by the use of Exploratory Factor Analysis and frequencies. The result identifies four factors constructing attitude towards online shopping. Factors are: Psychological, Comfortability, Privacy and Internet. The result of the study highlights area of customers’ preferences and fear factors in online shopping. This research can help online retailers to have a better understanding about their target group and revise their policy for potential change. Regulatory groups may find this study as a basis for flourishing the ICT sector of Bangladesh and provide greater scope for promoting online business to achieve economic growth. Keywords: Attitude, Women, Sylhet, Online Shopping, ICT sector