Understanding the Nature of the Consumers and Their Satisfaction on Value Drivers of Business to Consumer E-­Commerce Sites: A Study among Some Consumers of Khulna

Abstract

Business-to-Consumer e-commerce (B2C), in which Business develops electronic marketplaces to entice and sell products and service to consumers. Here, businesses seek to reach individual consumer through online. The research tries to identify the types of business to consumer (B2C) e-commerce sites the consumers are visiting most, the reasons of surfing those sites and to assess the presence of value drivers in B2C. The study area is Khulna, the third largest divisional city of Bangladesh. A total no of 10 factors related with e-commerce sites’ value drivers (i.e. data availability accuracy, completeness, speed and performance, security and privacy, quality of services etc.) have been investigated, analyzed and evaluated in this regard. The result shows that most of the value drivers 8 out of 10 are widely present in business to consumer e-commerce service providers.