Behavioral Patterns of Stakeholders in Online Business in Bangladesh: A Qualitative Exploration

Abstract

Online business is the largest business platform in the world. Access to internet, social media, social and professional networks etc. influence the consumers’ behavioral responses in relation to their emotions, attitudes, and preferences in online business. This study aims to explore the behavioral practices in online business from an anthropological standpoint. By adopting a qualitative research approach, we have conducted fifteen in-depth interviews with consumers and five key informant interviews with the sellers. Thematic analysis is used to analyze the verbatim transcribed data. Results indicate that product advertisement texts have often reflected the sellers’ personal and professional identity and their networks. Products' originality, price and quality have helped the consumers to build up trust in online business. Policymakers might benefit from creating new opportunities for employment that will contribute to achieving the sustainable development goals (SDGs)8 of decent work and economic growth for all men and women.