Browsing by Author "Parveen, Julia"

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    The Impact of Visual Marketing Strategies on Consumer Purchase Intension in Online Shopping
    (Premier University, Chattogram, 2026-03) Parveen, Julia
    This study examines five important factors to determine how visual marketing strategies affect consumer purchase intentions in Bangladeshi online shopping: visual appeal, perceived value, information design, brand trust, and customer experience. The researcher used regression modeling, ANOVA, and exploratory factor analysis to examine these relationships using information gathered from 400 Bangladeshi consumers via structured questionnaires. Three separate but related factors influence purchase intention, according to our research: (1) emotional reactions (represented by visual appeal), (2) logical assessments (represented by perceived value), and (3) real-world interactions (embodied in customer experience). The strongest predictor among these was perceived value (β = 0.289, p < 0.001), which was followed by customer experience (β = 0.179) and brand trust (β = 0.214). Interestingly, information design had no direct significant effect, and visual appeal had a significant influence on purchase intention (β = 0.158). This suggests that emotional engagement and perceived benefits are more important in driving purchases in Bangladesh's online market than information structure. These findings offer both theoretical and practical contributions. Theoretically, they support the idea that consumer choices in emerging markets are complex processes that incorporate experiential, cognitive, and emotional elements. In a practical sense, they direct e-commerce platforms to give visuals top priority when conveying product value and establishing brand trust, all the while facilitating seamless shopping experiences. The study makes recommendations for future research on cultural differences in the efficacy of visual marketing and provides particular insights for marketers aiming to reach Bangladesh's expanding digital consumer base.