Online Marketing Trends and Purchasing Intent: Advances in Customer Satisfaction through PLS-SEM and ANN Approach


  • Khondaker Sazzadul Karim Department of Marketing, American International University Bangladesh, Dhaka, Bangladesh Author
  • Mohammad Ekramol Islam Department of Business Administration, Sonargaon University, Dhaka, Bangladesh Author
  • Abdullah Mohammed Ibrahim Department of Business Administration, Northern University Bangladesh, Dhaka, Bangladesh Author
  • Shin-Hung Pan Department of Information Management, College of Informatics, Chaoyang University of Technology, Taiwan Author
  • Md. Mominur Rahman Major in Accounting & Information Systems, Research Wing, Bangladesh Institute of Governance and Management (BIGM), Bangladesh Corresponding Author



Online marketing, Brand promotions, Consumer satisfaction, purchasing intention


Purpose - The research aims to discern the factors of online marketing that influence consumer intention and enhance satisfaction, particularly in Bangladesh.

Methods - The study uses quantitative data, targeting respondents from urban areas and cities from various socio-economic classes. This study uses a two-stage structural equation modeling-artificial neural network approach. Initially, the analysis utilized the PLS-SEM method to assess the structural model. Finally, the analysis used the ANN approach to check the robustness of the findings.

Results - The study's findings reveal that convenience, comparison, ease of use, and variety-seeking significantly influence customer satisfaction in online shopping. Conversely, promotional activities and customer service were found to have less impact on customer satisfaction. Customers anticipate prompt and efficient service, and a failure to meet these expectations can strain the customer-seller relationship.

Practical implications - This study presents an alternative business model without needing physical store visits. However, despite the growth of internet technology in Bangladesh and its potential to provide products and services at lower costs, convincing customers to shop online remains a challenge for online traders.

Originality - This research offers a unique perspective on the dynamics of online marketing and consumer satisfaction in Bangladesh, shedding light on the factors that drive or deter online shopping in a developing nation using the two-staged SEM-ANN approach. This provides actionable knowledge for decision-makers in online service provision, aligning with the quantitative methodology’s characteristic of Decision Sciences.


Abdel-Maksoud, N. F. (2018). The Relationship between Students' Satisfaction in the LMS" Acadox" and Their Perceptions of Its Usefulness, and Ease of Use. Journal of Education and Learning, 7(2), 184-190.

Akroush, M. N., & Al-Debei, M. M. (2015). An integrated model of factors affecting consumer attitudes towards online shopping. Business Process Management Journal, 21(6), 1353-1376.

Amin, M., Rezaei, S., & Abolghasemi, M. (2014). User satisfaction with mobile websites: the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust. Nankai Business Review International, 5(3), 258-274.

Artanti, Y., Prasetyo, F. H., & Sulistyowati, R. (2019). How Social Media Marketing Influences Online Purchasing Decision: Study of the Viral Marketing and Perceived Ease of Use. KnE Social Sciences, 988-1004.

Baabbad, A. J. A. (2022). Effectiveness of customer relationship management (crm), customer value, perceived online convenience and customer satisfaction on shopee customer loyalty (a case study in Surabaya, East Java, Indonesia).

Bassnett, S., & Trivedi, H. (1999). Post-colonial translation: Theory and practice. Psychology Press.

Çelik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers' adoption of online retail shopping: An empirical study in the Turkish context. International Journal of Retail & Distribution Management, 39(6), pp.390-413.

Chan, G., Cheung, C., Kwong, T., Limayem, M., & Zhu, L. (2003). Online consumer behavior: a review and agenda for future research. BLED 2003 Proceedings, 43.

Chu, A. M., Chan, T. W., So, M. K., & Wong, W. K. (2021). Dynamic network analysis of COVID-19 with a latent pandemic space model. International Journal of Environmental Research and Public Health, 18(6), 3195.

Das, S., Mitra, K., & Mandal, M. (2016). Sample size calculation: Basic principles. Indian Journal of Anaesthesia, 60(9), p.652.

Deb, B. C., Rahman, M. M., & Haseeb, M. (2023). Unveiling the impact on corporate social responsibility through green tax and green financing: a PLS-SEM approach. Environmental Science and Pollution Research, pp.1-19.

Deb, B. C., Rahman, M. M., & Rahman, M. S. (2021). Competitive Cost Advantage: An Application of Environmental Accounting and Management Approach with reference to Bangladesh. The Cost and Management, 49(3), 47-59.

Deb, B. C., Rahman, M. M., & Rahman, M. S. (2023). The impact of environmental management accounting on environmental and financial performance: empirical evidence from Bangladesh. Journal of Accounting & Organizational Change, 19(3), 420-446.

de Oliveira Passos, M., Tessmann, M. S., Ely, R. A., Uhr, D., & Taveira, M. T. (2020). Effects of volatility among commodities in the long term: Analysis of a complex network. Annals of Financial Economics, 15(03), 2050014.

Duarte, P. (2018). e Silva, Susana Costa, Ferreira, Margarida Bernardo, 2018. How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. J. Retailing Consum. Serv, 44, 161-169.

Elida, T., Rahardjo, W., Raharjo, A., & Sukirman, E. (2019). Online shopping: what factors determine consumers to buy. Management, 7(3), 238-246.

Fadhilla, F., & Farmania, A. (2017). E-commerce in Indonesia: Purchasing decision of shopping online (pp.60-64).

Farida, N. (2016). Determinants of marketing performance: innovation, market capabilities and marketing performance. JDM (Jurnal Dinamika Manajemen), 7(1), 59-65.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), pp.39-50.

Green, S. B. (1991). How many subjects does it take to do a regression analysis. Multivariate behavioral research, 26(3), 499-510.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). The use of partial least squares (PLS) to address marketing management topics. Journal of Marketing Theory and Practice, 19(2), 135-138.

Hair, J. F., Sarstedt, M., & Ringle, C. M. (2019). Rethinking some of the rethinking of partial least squares. European Journal of Marketing, 53(4), 566-584.

Halim, M. A., & Rahman, M. M. (2022). The effect of taxation on sustainable development goals: evidence from emerging countries. Heliyon, 8(9), e10512.

Hartono, K., & Wahyono, W. (2018). The Influence of Satisfaction, Variety Seeking and Alternative Attractiveness to Switching Behaviour Through Switching Intentions. Management Analysis Journal, 7(3), 340-351.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.

Herrmann, A., & Heitmann, M. (2006). Providing more or providing less? Accounting for cultural differences in consumers' preference for variety. International Marketing Review, 23(1), 7-24.

Huy Tuu, H., & Ottar Olsen, S. (2013). Consideration set size, variety seeking and the satisfaction-repurchase loyalty relationship at a product category level. Asia Pacific Journal of Marketing and Logistics, 25(4), 590-613.

Idrissi, T. E., Idri, A., & Bakkoury, Z. (2019). Systematic map and review of predictive techniques in diabetes self-management. International Journal of Information Management, 46, 263-277.

Iriany, A., Rosyida, D., Sulistyono, A. D., Wong, W. K., & Sui, J. M. (2022). Cross covariance normalized weight of gstar-sur model as input of neural network model on precipitation forecasting. Journal of Management Information & Decision Sciences, 25(1).

Islam, M. F., Mofiz Uddin, M. M., & Rahman, M. M. (2023). Factors affecting retailer social responsibility: a PLS-SEM approach in the context of Bangladesh. Social Responsibility Journal.

Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2011). Study the effects of customer service and product quality on customer satisfaction and loyalty. International Journal of Humanities and Social Science, 1(7), 253-260.

Jaiswal, R., Gupta, S., & Tiwari, A. K. (2022). Delineation of blockchain technology in finance: A scientometric view. Annals of Financial Economics, 17(04), 2250025.

Jung, H. S., & Yoon, H. H. (2012). The effects of emotional intelligence on counterproductive work behaviors and organizational citizen behaviors among food and beverage employees in a deluxe hotel. International Journal of Hospitality Management, 31(2), 369-378.

Kahn, B. E., & Louie, T. A. (1990). Effects of retraction of price promotions on brand choice behavior for variety-seeking and last-purchase-loyal consumers. Journal of Marketing research, 27(3), 279-289.

Karaca, Y., Moonis, M., Zhang, Y. D., & Gezgez, C. (2019). Mobile cloud computing based stroke healthcare system. International Journal of Information Management, 45, pp.250-261.

Katawetawaraks, C., & Wang, C. (2011). Online shopper behavior: Influences of online shopping decision. Asian journal of business research, 1(2).

Khan, H. I., Zhang, N., Xu, W., Zhu, Z., Jiang, D., & Xu, H. (2019). Effect of maximum stress intensity factor, loading mode, and temperature on corrosion fatigue cracking behavior of Inconel 617 in supercritical water. International Journal of Fatigue, 118, 22-34.

Khoa, D. D., Anh, P. T. T., & Duyen, L. T. M. (2020). Testing trade-off theory between networking capital and firm value: Empirical evidence from Vietnam. Annals of Financial Economics, 15(03), 2050013.

Kidane, T. T., & Sharma, R. R. K. (2016, March). Factors affecting consumers’ purchasing decision through ECommerce. In Proceedings of the 2016 International Conference on Industrial Engineering and Operations Management Kuala Lumpur, Malaysia (Vol. 8, No. 10, pp. 159-165).

Klassen, M., Gupta, P., & Bunker, M. P. (2009). Comparison shopping on the internet. International Journal of Business Information Systems, 4(5), 564-580.

Kore, E. L. R., Lamalewa, F., & Mulyaningsih, A. (2018). The influence of promotion, trust, and convenience to online purchase decisions. International Journal of Mechanical Engineering and Technology, 9(10), 77-83.

Kotler, P. (1977). From sales obsession to marketing effectiveness. Harvard business review, 55, 67-75.

Kotler, P. (2005). The role played by the broadening of marketing movement in the history of marketing thought. Journal of Public Policy & Marketing, 24(1), 114-116.

Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (2001). Marketing in a changing world. Underst. Bus.: process, 6, 69-90.

Kwak, H., Fox, R. J., & Zinkhan, G. M. (2002). What products can be successfully promoted and sold via the internet? Journal of advertising research, 42(1), 23-38.

Leong, L. Y., Hew, T. S., Ooi, K. B., & Wei, J. (2020). Predicting mobile wallet resistance: A two-staged structural equation modeling-artificial neural network approach. International Journal of Information Management, 51, 102047.

Liao, Z., Shi, X., & Wong, W. K. (2012). Consumer Perceptions of the Smartcard in Retailing: An Empirical Study, Journal of International Consumer Marketing 24(4), 252-262.

Luo, Y., Wang, W., & Sakura, W. (2019). Factors affecting service innovation, customer value toward customer satisfaction: Case on health care industry. Revista de Cercetare si Interventie Sociala, 64, 213-222.

MacInnis, D. J., & Folkes, V. S. (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of consumer research, 36(6), 899-914.

Magtanggol III De Guzman, R. A., & So, M. K. (2018). Empirical analysis of bitcoin prices using threshold time series models. Annals of Financial Economics, 13(04), 1850017.

Mahmood, F., Shahzad, U., Nazakat, A., Ahmed, Z., Rjoub, H., & Wong, W. K. (2022). The nexus between cash conversion cycle, working capital finance, and firm performance: Evidence From Novel Machine Learning Approaches. Annals of Financial Economics, 17(02), 2250014.

Mudaa, S., Mokhtarb, M. Z., Aminc, W. A. A. M., Sofian, A., & Halimd, A. (2021). Developing Determinant Factors for Product Commercialization and Innovation in Malaysia. International Journal of Innovation, Creativity and Change, 15(9), 560-576.

Mundfrom, D. J., Shaw, D. G., & Ke, T. L. (2005). Minimum sample size recommendations for conducting factor analyses. International journal of testing, 5(2), 159-168.

Nguyen, T. L. H., Sulistiawan, J., & Ajdari, A. (2022). Trans-purchase intention in transmedia storytelling. Advances in Decision Sciences, 26(2), 1-15.

Ooi, K. B., & Tan, G. W. H. (2016). Mobile technology acceptance model: An investigation using mobile users to explore smartphone credit card. Expert Systems with Applications, 59, 33-46.

Palanisamy, S., Abdulsahib, G. M., Khalaf, O. I., SS, A., Wong, W. K., & Pan, S. H. (2023). Design of Artificial Magnetic Conductor based Stepped V-shaped Printed multiband antenna for Wireless Applications. International Journal of Advances in Soft Computing & Its Applications, 15(3).

Pi, S. M., & Sangruang, J. (2011). The perceived risks of online shopping in Taiwan. Social Behavior and Personality: an international journal, 39(2), 275-286.

Rachmawati, I. K., Hidayatullah, S., Nuryanti, F., & Wulan, M. (2020). The effect of consumer confidence on the relationship between ease of use and quality of information on online purchasing decisions. International Journal of Scientific and Technology Research, 9(4), 774-778.

Rahman, M. M. (2023). Impact of taxes on the 2030 agenda for sustainable development: Evidence from Organization for Economic Co-operation and Development (OECD) countries. Regional Sustainability, 4(3), 235-248.

Rahman, M. M., & Halim, M. A. (2022). Does the export-to-import ratio affect environmental sustainability? Evidence from BRICS countries. Energy & Environment, 0958305X221134946.

Rahman, M. M., Hasan, M. J., Chandra Deb, B., Rahman, M. S., & Kabir, A. S. (2023). The effect of social media entrepreneurship on sustainable development: Evidence from online clothing shops in Bangladesh. Heliyon, 9(9), e19397.

Rahman, M. M., & Islam, M. E. (2023). The impact of green accounting on environmental performance: mediating effects of energy efficiency. Environmental Science and Pollution Research, 30(26), 69431-69452.

Rahman, M. M., & Rahman, M. S. (2020). Green reporting as a tool of environmental sustainability: some observations in the context of Bangladesh. Int. J. Manag. Account., 2(2), 31-37.

Rasidi, W. A. R., & Tiarawati, M. (2021). The Effect of Convenience and Trust on Online Purchasing Decision (on Blibli Platform). Journal of Business and Management Review, 2(8), 531-543.

Ratner, R. K., Kahn, B. E., & Kahneman, D. (1999). Choosing less-preferred experiences for the sake of variety. Journal of consumer research, 26(1), 1-15.

Saha, S. K., Duarte, P., Silva, S. C., & Zhuang, G. (2021). Supporting sustainability by promoting online purchase through enhancement of online convenience. Environment, Development and Sustainability, 23, 7251-7272.

Sari, P. P., & Rahmiati, F. (2022, February). The study of Tokopedia re-purchase intention during Covid-19 pandemic. In Proceeding of the International Conference on Family Business and Entrepreneurship (Vol. 2, No. 1).

Sevilla, J., Lu, J., & Kahn, B. E. (2019). Variety seeking, satiation, and maximizing enjoyment over time. Journal of Consumer Psychology, 29(1), 89-103.

Shaddy, F., Fishbach, A., & Simonson, I. (2021). Trade-offs in choice. Annual Review of Psychology, 72, 181-206.

Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation. International Journal of Information Management, 44, 65-75.

Suleman, D., & Zuniarti, I. (2019). Consumer decisions toward fashion product shopping in Indonesia: The effects of attitude, perception of ease of use, usefulness, and trust. Management Dynamics in the Knowledge Economy, 7(2), 133-146.

Suleman, F. (2018). The employability skills of higher education graduates: insights into conceptual frameworks and methodological options. Higher Education, 76, 263-278.

Suryani, I., & Syafarudin, A. (2021). The effect of sales promotion on purchasing decisions. Ilomata International Journal of Tax and Accounting, 2(2), 122-133.

Taneja, A., & Arora, A. (2019). Modeling user preferences using neural networks and tensor factorization model. International Journal of Information Management, 45, 132-148.

Teo, A. C., Tan, G. W. H., Ooi, K. B., Hew, T. S., & Yew, K. T. (2015). The effects of convenience and speed in m-payment. Industrial management & data systems, 115(2), 311-331.

Uddin, K. M. K., Rahman, M. M., & Saha, S. (2023). The impact of green tax and energy efficiency on sustainability: Evidence from Bangladesh. Energy Reports, 10, 2306-2318.

Vinh, N. Q., Hien, L. M., & Thanh, T. D. (2023). The Effect of Destination Image and Perceived Value on the Loyalty of International Tourists to Cultural Heritage Tourism in Hanoi. Advances in Decision Sciences, 27(1), 87-114.

Vyas, S. K., Vyas, L., Singh, S., & Joshi, M. (2023). Future of E-Commerce: A Robust Review. In Intelligent Sustainable Systems: Selected Papers of WorldS4 2022, Volume 2 (pp. 697-710). Singapore: Springer Nature Singapore.

Wang, F., Sohail, A., Wong, W. K., Azim, Q. U. A., Farwa, S., & Sajad, M. (2023). Artificial intelligence and stochastic optimization algorithms for the chaotic datasets. FRACTALS (fractals), 31(06), 1-14.

Wang, F., Wong, W. K., Ortiz, G. G. R., Al Shraah, A., Mabrouk, F., Li, J., & Li, Z. (2023). Economic analysis of sustainable exports value addition through natural resource management and artificial intelligence. Resources Policy, 82, 103541.

Wilson, N., Keni, K., & Tan, P. H. P. (2021). The role of perceived usefulness and perceived ease-of-use toward satisfaction and trust which influence computer consumers' loyalty in China. Gadjah Mada International Journal of Business, 23(3), 262-294.

Woratschek, H., & Horbel, C. (2003). Variety-Seeking Behavior and Recommendationsbempirical Findings and Consequences For the Management of the Service Profit Chain. European Advances in Consumer Research, 6, 82-87.

Yu, S. C., Sun, X., & Wang, D. (2023). Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception. Advances in Decision Sciences, 27(2), 166-195.



How to Cite

Karim, K. S. ., Islam, M. E. ., Ibrahim, A. M. ., Pan, S.-H., & Rahman, M. M. (2024). Online Marketing Trends and Purchasing Intent: Advances in Customer Satisfaction through PLS-SEM and ANN Approach. Advances in Decision Sciences, 27(4), 24-54.