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American Journal of  Economics and 
Business Innovation (AJEBI)

Online Advertisement and Online Purchase Intention among Bangladeshi Domestic 
Tourists: Trust as a Moderator
Lima Aktar1*, Reynaldo Gacho Segumpan1

Volume 4 Issue 3, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i3.5720
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: July 12, 2025

Accepted: August 14, 2025

Published: September 26, 2025

This study investigated between online advertisement and online purchase intention among 
Bangladesh domestic tourists, especially the moderating effect of  trust. The study was based 
on Theory of  Planned Behavior (TPB) framework, and the aim of  the study evaluated 
consumer behavioral intention with regard to domestic tourism. The study was a quantitative 
and a cross-sectional research design. The results were obtained by conducting a structured 
questionnaire handed out among 390 domestic tourists whose sample was taken using simple 
random sampling. The SPSS and SmartPLS statistics were used where the study hypotheses 
were sore tested by the structural equation model (SEM). The results showed that there was a 
significant positive correlation between online advertisement and purchase intention online. 
In addition, the level of  trust did not contribute significantly to this relationship, meaning 
that familiarity with digital devices decreases the level of  trust in the context of  online 
purchases made by domestic tourists. The study contributes theoretically by demonstrating 
that, in emerging markets such as Bangladesh, effective online advertising can directly drive 
consumer purchase intention. Practically, the results suggest that marketers should pay more 
attention to the quality and creativity of  the advertisement instead of  focusing merely on 
establishing trust. The study provides limitations and future research.

Keywords
Domestic Tourists, Online 
Advertisement, Online Purchase 
Intention, Trust

1 City University Malaysia, Malaysia
* Corresponding author’s e-mail: limaakter4583@gmail.com

INTRODUCTION 
Over the last few years, online advertisement has become 
a universal tool that exhibits the ability to drive consumer 
behavior and this is more so in the travel and tourism 
segment. Online platforms like Facebook, You Tube and 
travel websites have seen wide spread use by businesses 
targeting local tourists in Bangladesh, which is rapidly 
being turned into a digital landscape. Studies on online 
advertisement could demonstrate to the marketers how 
to create adverts that could be perceived as relevant and 
hugely cultural to the locals in Bangladesh. Bangladesh 
is very beautiful due to the history of  the country and 
the culturally inherited traditions of  the nation. As a 
multidimensional destination Bangladesh appeals to the 
people due to the beautiful natural landscape, historical 
and heritage places, cultural diversity, and interesting 
lifestyle. The scenery of  this country has made it attractive 
to people over the years. In the 14th century, Ibn Battuta 
considered beauty on the river as he traveled in a boat 
between Sonargaon and Sylhet. This sector should 
receive planning in every aspect in order to develop it. 
Tourism activities here involve visiting heritage site, old 
buildings, bungalows, international beach resorts, leisure 
and sports grounds, woods, tribes and a wide range of  
wild animals. There are over 4 million who demand and 
work in and around the tourism industry in Bangladesh. 
Direct engagement is undertaken by around 1.5 million 
individuals and indirect engagement by 2.3 million people 
(Mazed, 2024). In the period of  fiscal year 2022-2023, 
tourists spent approximately 16.9 million US dollars in 
Bangladesh. This implies that it contributes 0.059 percent 

of  the nation total economic output and about 2 percent 
of  money that the region got because of  foreign tourists. 
There is an increasing focus among domestic tourists on 
online advertisement to buy all products and services 
online. In the present case, they are experiencing a huge 
problem in obtaining real products and services against 
fake online advertisements on online spaces. The intention 
to purchase online has remained a considerable obstacle 
in different industries of  Bangladesh (Rana & Abir, 2022; 
Sikder et al., 2023). Another important factor in the present 
study is online purchase intention especially among the 
domestic tourist of  Bangladesh. The online purchase 
intention can be described as the possibility or readiness 
of  a customer to invest in a service or good on an online 
medium (Santo & Marques, 2022). Even plain internet 
shopping experiences like layout of  the shopping web 
page, helping the customer during the purchase process, 
and after-purchase aftercare could affect the intention of  
purchase quite profoundly (Doan, 2020; Song et al., 2022). 
Online advertisement entails the process of  conducting 
a marketing exercise on brands, products or services 
through the Internet (Shameem et al., 2023). Good 
advertising may make individuals have a greater level of  
trust towards the tourist locations and also affect their 
decision in making the purchase decision (Chu et al., 2020; 
Manzoor et al., 2020). Online advertising has a significant 
effect on the purchase behavior of  consumers (Holm, 
2023). The quality of  internet advertising can make the 
consumers keener in purchasing through their websites. 
Trust is the fundamental ingredient of  any relationship, 
be it personal or professional one (Alshurideh et al., 2022). 



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Trust-basing, improving user experience, and maintaining 
secure transactions are prior moves that have to be taken 
to increase online purchase intention in an industry. Trust 
has been defined as the belief  or confidence that a person 
may be relied upon to do something which is honest and 
ethical as well as being reliable. Trust entails a feeling of  
protection and the confidence that the fellow individual 
will not breach their word, nor will they tell anyone and 
will act in the best interest (Siegrist, 2021). One should 
take note that individuals hold firm beliefs in terms of  the 
association of  the elements and the desire to buy via the 
internet. The trust factor enhances the presence of  user-
friendliness, online advertisements and security of  being 
online transactions to the potential tourists. A reputable 
e-service makes tourists believe that it is user-friendly and 
reliable, and has no abnormal risks, therefore, they decide 
to purchase goods on it.
According to the above research, online advertisement 
affected online purchase intentions in disciplines in 
Bangladesh (Mustafi & Hosain, 2020; Ghosh, 2024; 
Sultana et al., 2024). Although online advertising in the 
tourism industry of  Bangladesh is becoming increasingly 
more active, the local tourists still have reservations about 
making online purchasing solutions because of  the lack 
of  trust. Whereas adverts can effectively attract attention 
and make people focus on the advert, attracting the 
interest may not necessarily result to a purchase intention. 
Available literature has failed to adequately provide the 
degree to which trust moderated the effect of  online 
advertisements in influencing the purchase behavior of  
the domestic tourist. The said gap restrains the capacity 
of  both marketers and tourism platforms to develop more 
effective digital strategy that would result in real bookings 
and customer loyalty. The study aims and objectives are 
as follows: (1) to affect online advertisement on online 
consumers purchase intentions and consumer behavior 
through trust (2) to make a framework of  consumer 
online purchase intentions and (3) to identify further 
research areas on this subject. 

LITERATURE REVIEW 
Theory of  Planned Behavior 
Ajzen (1991) build upon TRA theory that was formulated 
by (Fishbein & Ajzen, 1977). The Theory of  Planned 
Behavior (TPB) has been a well-used model when it 
comes to predicting behavior and modifying it in the 
context of  social psychology (Ajzen, 2020). It holds 
that the attitudes, subjective norms and perception of  
behavioral control can predict behaviors better and they 
explain a considerable amount of  variance in the actual 
behavior (Duan & Wen, 2008). Nevertheless, this increase 
in explanatory variance by measuring intentions does not 
exhaust the explanation of  behavior findings on the one 
hand; and the variance cannot be explained entirely by 
intention on the other hand hence prompting theories 
to moderate the intention measurement (Hohmann & 
Garza, 2022). Other works have added more variables to 
the TPB or combined it with other theories to overcome 

the shortcomings in describing the impulsive behavior 
and situational circumstances (Zulfikar et al., 2023). One 
of  the previous authors postulated that TPB theory is 
good compared to TRA in explaining the behavior of  
people especially in ethical intentions (Chang, 1998). 
With regard to the Theory of  Planned Behavior (TPB) 
as developed by Ajzen (1991), the intention of  the 
Bangladeshi domestic tourists to buy online is influenced 
by the attitude towards the behavior, and subjective 
norms and the perceived behavioral control. In a TPB 
prospective, the antecedent role of  trust is to reinforce or 
enhance positive attitudes and to increase the perceived 
control and indirectly contributes to mediate social norm 
influence hence exerting paramount influences of  the 
assimilation of  advertising effectiveness into behavioral 
intentions in the Bangladesh domestic tourism setting.

Hypotheses Development 
Online Advertisement and Online Purchase Intention
According to theory of  planned behavior (TPB), the 
behavioral intention depends on the attitude, subjective 
norms and the perceived behavioral control. In this 
regard, it is argued that online advertisement will affect 
the attitude of  the tourists and consequently their online 
purchase intention regarding the travel services. Apply 
the theory of  online advertisement and online purchase 
intention wherein people decipher online advertisements 
and how they modify their minds to buy online. Internet 
advertisement ensures consumers know what options 
they have. Consumers can only develop an interest 
in the product after getting to know about it. In most 
cases, advertisements inform the consumer of  the 
capabilities of  the product, what it will do, its price and 
any promotion packages available. Such content enables 
consumers to make informed and prudent decisions and 
this can alleviate their concerns, which redefine intentions 
of  consumers on how to purchase. An effective and 
inspiring ad may enhance the opinion of  the consumer 
about the product and lead to his/her willingness to buy 
it. Increasing number of  research works are employing the 
objective of  the social exchange theory to investigate the 
effects of  online advertising on online buying choice by a 
potential buyer. Even in the online world where the initial 
purpose of  ads has been compromised, the user-brand 
familiarity can have a positive impact on user intent to 
purchase as the study notes when online ads are deemed 
relevant, useful, and credible (Mo et al., 2023). As the TPB 
implies, the majority of  individuals respond positively 
to the advertisements when they contain beneficial 
information and credibility generated in them. In addition, 
the researchers discovered that individuals are more 
likely to purchase an item since they observe that online 
advertising allows them to keep in contact with friends 
and obtain recommendations of  community members 
(Kim et al., 2010). Consequently, this would mean that 
relations and interactions have a significant role to play 
in determining how people respond to advertisements 
as well as purchase. In a number of  aspects, online 



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advertising can have powerful impact on the choice of  
individuals whether to purchase a given product or not. 
In frequent studies in the Philippines, Malaysia, Jordan, 
and Indonesia, online advertising illustrated the positive 
change in people when making their purchasing decisions 
(Cabigting et al., 2022; Jerome et al., 2010; Mohammed & 
Alkubise, 2012; Haloho & Parahyanti, 2020). It has been 
found out that in the case of  advertisements, people are 
mostly influenced in their intent to purchase by images 
(Jerome et al., 2010). User-matched advertisements also 
gain value, and this is the means of  enhancing the user 
intention to purchase (Haloho & Parahyanti, 2020). 
The other key component in shaping our actions is 
our salary, internet abilities, the frequency of  current 
internet utilization, advertisement content, and location 
that advertisement is displayed (Mohammed & Alkubise, 
2012). In addition, the involvement in online communities 
and electronic word-of-mouth significantly influences 
the desire of  a person to purchase a product and remain 
committed to a brand (Cabigting et al., 2022). The results 
justify the reason as to why companies ought to consider 
online advertising to affect customer decisions in various 
nations. After the study, the hypothesis is proposed to be 
the following:
H1: Online advertisement has impact on the online 

purchase intention of  tourists.

The Moderating Effect of  Trust 
The concept of  trust is critical to online buying since 
it assists in allaying the doubts of  consumers and 
minimizing the risks of  purchasing products online 
through Web-based vendors (McKnight et al., 2002). 
Therefore, the trust-related behavioral accumulation 
is the first step that can be taken by the web vendors 
and consumers. Past research findings revealed that 
consumers develop more openness to give information, 
buy products, and connect with others in situations where 
they got convinced to trust a particular Internet store 
(Lim et al., 2006). Rehman et al. (2019) and other scholars 
have concluded that trust significantly moderated 
relationships between consumer purchase intention and 
online shopping behavior with a positive relationship 
determined. Certain researchers have been examining the 
role that trust can play in a person making the decision 
to buy goods online, including environmentally friendly 
ones. The greater the reliance reflects on refreshing the 
urge of  people to use social media influencers and social 

network sites, the stronger the intention to buy (Khan et 
al., 2024; Aloqool & Alsmairat, 2022). The management 
of  customer relationships (CRM) indicates the mutual 
influence of  digital marketing, the real trust in these 
customers, and the desire to make purchases (Yunus 
et al., 2022). The strength between the trustor on the 
influencers and the level of  credibility of  a post based 
on homophily (Khan et al., 2024). Under the condition 
of  considering the products sustainable, the increased 
reliance on e-commerce due to its low risk and privacy 
leads to the increased willingness of  customers to buy 
the products via online shops (Rizomyliotis, 2024). The faith 
in the social network site establishes a connection between 
social commerce and internet-purchase purpose (Aloqool 
& Alsmairat, 2022). Online marketing and e-commerce are 
dependent on trust, and therefore, in such business models 
the enterprises ought to attempt to evoke trust to increase 
the probability of  engaging in an online purchase. According 
to the framework of  the social exchange theory, human 
beings develop a connection with each other primarily by 
means of  acts of  mutual support and reciprocity (Chernyak-
Hai & Rabenu, 2018). With respect to online advertising, 
the social exchange theory can be used to demonstrate how 
consumers and brands are connected because they believe in 
one another after spending time sharing ideas and activities 
online, which influence the mind of  national tourists in 
Bangladesh. In case an individual perceives the message 
and the details in a web-based advertisement as credible and 
trustworthy, he/she is likely to be more attentive to it. The 
consumers are not as reluctant to listen to the advertisement 
and due to this trust will weigh up on whether to buy, which 
will come later. The fact that tourists believe what they see in 
a commercial lead to the creation of  their inner belief  that 
the message is accurate and encourages them to buy services 
more readily (Brinson & Lemon, 2023). Faith in a business 
can improve it only when it is directed by the honesty of  its 
business dealings, good level of  customer service and high-
level data protection. The firms that pay attention to such 
strategies can make people more confident travelling, reduce 
the distance between online promotion and purchase, and 
strengthen the local tourist business. The hypothesis of  the 
study was the following one:
H2: Trust moderates on the relationship between online 

advertisement and the online purchase intention of  
tourists. 

Conceptual Farmwork

Figure 1: Conceptual Model



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MATERIALS AND METHODS
The quantitative research design was employed in the 
study to study the influence of  online advertisement 
on online purchase intention of  Bangladesh domestic 
tourists with trust as a moderating variable. The primary 
data were collected using cross-sectional survey approach 
at one moment in time. The desired population was 
domestic tourists in Bangladesh with the history of  the 
online purchases of  purchases or promotions relative 
to travel. The sampling frame for this study comprised 
domestic tourists identified through the Bangladesh 
Tourism Board and other tourism-related organizations 
operating in Bangladesh (e.g., tour operators, travel 
agencies, online booking platforms, and hospitality 
associations). The 390 valid responses gathered were 
more than the recommended 384 minimum size of  the 
sample size collected as shown in the Krejcie and Morgan 
(1970) sample size determination table. The primary tool 
of  collecting the data was a structured questionnaire that 
included closed-ended questions with a five-point Likert 
scale. The constructs used in the questionnaire were the 
constructs associated with online advertisement and trust 
and online purchase intention. The SPSS and SmartPLS 
were used to explain the data through descriptive analysis, 
reliability analysis, and structural equation modeling 
(SEM) where hypothesis testing was applied.

Measures
This study looks at the three following variables; Online 
Advertisement, Trust and Online Purchase Intention. Six 
items were adapted based on the research of  Ducoffe 
(1995), Izquierdo-Yusta et al. (2015), and Liu et al. (2012) 
to gauge online advertisement with respect to adding 
information, entertainment, credibility, and irritation. 
The evaluation of  trust was done through five items 
by Gefen & Straub (2004) and Edwards et al. (2009) as 
well as Lim (2015), which distinguish the confidence of  
consumers in the safety, integrity, and trustworthiness 
of  online websites. The measure of  online purchase 
intention employs 7 items originally developed by Wu et 
al. (2021) and Topalo (2012), which measure the intention 
and likelihood of  the consumer to purchase online.

RESULTS AND DISCUSSION
Demographic Analysis
There were 390 respondents overall, 55.6 (n = 217) of  
whom were male, and 44.4 (n = 173) were women, with 
the slight predominance of  males. In the age distribution, 
the highest numbers were users aged between 31 and 
40 years (37.1%, n = 145) and age 30 years and under 
(36.6%, n = 143), which contributed to almost three-
fourth of  the entire sample. The 41 50 and above 50 years 
old respondents had an average of  19.4 percent (n = 76) 

Table 1: Demographic Profile
Variables Category Frequency Percent (%)
Gender Male 217 55.6

Female 173 44.4
Age 30 Years and below 143 36.6

31-40 Years 145 37.1
41-50 Years 76 19.4
Above 50 Years 27 6.9

Education Associate Degree 59 15.1
 High School/ Secondary School Certificate 49 12.5
Bachelors’ Degree 155 39.7
Graduate Degree (Master's
Degree, Ph.D., etc.) 128 32.8
Less than 1 Year 99 25.4

Experience 
(Tourists)

1-5 Years 170 43.5
6-10 Years 94 24.1
Above 10 Years 27 6.9

and 6.9 percent (n = 27) respectively, and this reveals 
that the domestic tourism market comprises dominantly 
of  younger and mid-age people. As far as educational 
background is concerned, most had a Bachelor degree 
(39.7%, n = 155), whereas the rest was in possession of  
graduate degree like a Master or Ph.D. (32.8%, n = 128). 
The participants (n = 59) who had an associate degree 
represented 15.1 percent and those who had only a high 
school or secondary school certificate were 12.5 percent 
(n = 49). This spread spells out a fairly educated base of  

respondents. Regarding the tourism experience, 43.5% 
of  respondents (n =170) had tourism experience of  1-5 
years with less than one year taking up a percentage share 
of  25.4 (n=99). The group of  tourists with 6-10 years’ 
experience had 24.1 % (n = 94), and the larger group of  
6.9% (n = 27) had above 10 years of  experience.

Reliability Test 
The factor loadings, composite reliability (CR), and average 
variance extracted (AVE) were relied upon to assess the 



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construct validity and reliability in this research, so the 
measurement model is reliable and valid. The loadings of  
all items in the constructs Online Advertisement (OA), 
Trust (TR), and Online Purchase Intention (OPI) were 
between 0.732 and 0.841 and, as such, were beyond the 
accepted minimum value of  0.70 which is advisable to 
establish that the indicator reliability is satisfactory (Hair 
et al., 2022). It means that every item plays a significant 
role towards its construct. Values of  the composite 
reliability of  OA (0.917), TR (0.908), OPI (0.919) were 

all found to exceed the recommended cut-off  value of  
0.70 thus indicating good internal consistency of  the 
items (Hair et al., 2022). In addition, the average variance 
extracted (AVE) levels of  constructs OA (0.649), TR 
(0.663), and OPI (0.621) exceeded the criterion (0.50), 
which means that more than 50 percent of  the variance 
in the indicators is explained by constructs, proving to 
be convergent validity. The findings confirm that the 
measurement model is reliable and valid and can be used 
as firm grounds on further analysis of  structural model.

Table 2: Reliability Test 
Constructs Items Loadings Composite Reliability Average Variance Extracted (AVE)

Online 
Advertisement 
(OA)

OA1 0.791

0.917 0.649 
OA2 0.778
OA3 0.837
OA4 0.779
OA5 0.836
OA6 0.808

Trust (TR)

TR1 0.804

0.908 0.663
TR2 0.809
TR3 0.841
TR4 0.828
TR5 0.787

Online Purchase 
Intention (OPI)

OPI1 0.751

0.919 0.621
OPI2 0.830
OPI3 0.830
OPI4 0.840
OPI5 0.817
OPI6 0.732

Hypotheses Analysis
The findings reveal the fact that Online Advertisement 
(OA) impacts significantly and positively on Online 
Purchase Intention (OPI) (β = 0.724, t = 2.759, p = 
0.012). Both the t-value is above the minimum value 
of  (1.96) and the p-value is below 0.05, attesting to the 
fact that the relationship is statistically significant. This 
relationship is also affirmed by the fact that the 95% 
confidence interval (CI) does not contain zero (CI: 0.242 
to 0.630). On the other hand, Trust (TR) did not turn out 
to be a significant moderator of  the mutual interaction 

of  online advertisement and online purchase intention (β 
= 0.122, t = 0.861, p = 0.060). The t-value is less than 
sufficient at 1.96 and the result is p-value which is greater 
than the significance level of  0.05 which means that there 
is no significant lack or addition of  meaning or direction 
in the specific relationship by the interaction term (TR x 
OA). Also, the 95 percent confidence interval (CI: -0.191 
to 0.291) has a numerical range that contains 0 so it 
shows sufficient evidence that trust does not moderately 
influence the impact of  online advertisement on purchase 
intention, in this case.

Table 3: Hypotheses Analysis 
Relationships Beta (β) STDV T Values P values 2.5% 97.5% Decision
OA -> OPI 0.724 0.097 2.759 0.012 0.242 0.630 Supported
TR x OA -> 
OPI

0.122 0.104 0.861 0.060 0.191 0.291 Not 
Supported

Discussion
The findings of  the current research establish that online 
advertisement (OA) and online purchase intention (OPI) 
are positively significant among Bangladeshi domestic 
tourists. The study has revealed that online advertisements 

in Bangladesh manipulate consumers and create their 
interest in making purchases on e-commerce websites. In 
a research study, social media advertisements proved to 
have a huge influence on the purchasing pattern of  the 
respondents (Saha et al., 2024). It is indicated by Mustafi 



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and Hosain (2020) that such valuable, entertaining, and 
informative online ads make Bangladesh agree to buy 
mobile phones more often. Moreover, Ismael et al. (2025) 
stated that attractive content and influencer advertisements 
make more youths interested in purchasing anything 
online via social media. Accordingly, the issue of  online 
predisposition in the shopping behavior of  people in 
Bangladesh is explicitly evident in this study.  The findings 
show that the relationship between the linkage between 
online advertisement and online purchase intentions is 
not highly influenced by trust in the case of  domestic 
tourists in Bangladesh. The interactional effect of  trust 
on the relationship between OA and OPI proved to be 
non-significant, however. This implies that achieving the 
relationship between online advertisement and purchase 
intentions is not as strong when trust is factored in and 
vice versa. It could be assumed that domestic tourists in 
Bangladesh might already have a certain minimum level 
of  trust in the online environment, probably as a result 
of  growing internet penetration, digital literacy, and 
adherence to e-commerce practices. Sadiq et al. (2022) 
cautioned that the factor of  trust also plays a significant 
role in influencing the decision of  one person to travel 
in the case of  uncertainty or traveling abroad, but not 
as much with local travel. Acharjee and Ahmed (2023) 
found that those visitors who represent the market of  
Bangladesh do appreciate social media, comments of  
people, and images in advertisements much more than 
the reputation of  company or the web. When it comes 
to younger individuals, they are likely to select messages 
that have a certain sense of  adventure, can capture 
their emotions, and provide them with a good bargain 
as opposed to those that concentrate on trust. As 
demonstrated by Karamchandani et al. (2025), individuals 
do not trust ads a lot to purchase them, unless the image 
of  the individual causing influence is also attractive. 

Theoretical Implications
The study can add value to the Theory of  Planned 
Behavior (TPB) given that the study has been able to 
surpass the speculative existent literature by empirically 
proclaiming that the direct and significant influence 
of  online advertisement on online purchase intention 
among domestic tourists in Bangladesh has been found 
to be accurate. The results confirm the TPB position that 
outside influences like persuasive communication (online 
advertisements) may have an impact on the attitude of  
an individual as it can also influence the tendency to 
perform an action in the given case buying travel services 
online. The importance of  online adverts is consistent 
with the attitudinal aspect of  TPB implying that effective 
online advertisements influence the attitudes of  tourists 
positively on a transaction to book domestic travel 
online. This is given the fact that the level of  insight 
on how digital marketing stimuli can act as antecedents 
of  behavior in the TPB model is higher in a developing 
country environment.

Practical Implications 
Results of  the present study provide some viable 
recommendations to tourism marketers, travel agencies 
as well as policymakers in Bangladesh. This is because 
the linkage between online advertisement and online 
purchase intention is significant to the point of  indicating 
that tourism businesses must seek to create engaging, 
informative, and visually appealing digital advertisement 
campaigns. These results also point out the possibility of  
off-season and less-visited-destination-specific promotion 
campaigns towards the development of  domestic tourism 
in the country and resulting in the balanced development 
of  tourism nationwide. Moreover, data analytics allows 
marketers to attain such data as the segmentation and 
retargeting of  interested tourists to enhance the worth of  
investments in campaigns.

Limitations and Future Study  
There are a few limitations that can be described to this 
study. First, it has a cross-sectional design, which restricts 
the possibility of  interpreting the causality. Second, the 
decision to investigate Bangladeshi domestic tourists 
limits its applicability to other situations. Third, response 
bias could be present based on the self-reported data. 
Fourth, the author considered as moderating variables 
(only) trust but did not include others and possible 
moderators (such as perceived risk, or the aspect of  
digital literacy). Finally, it did not distinguish between the 
types of  online advertisement platforms, which may be 
taken into account the effectiveness.
In future studies, the design by which causality is supposed 
to be established by longitudinal designs would likely be 
used to monitor the change in behavior over a period. 
It would be more insightful to analyze more moderators 
and mediators like perceived risk, digital literacy, and past 
experience. Research can also be related to effectiveness 
of  certain advertising platforms, segment-based or 
cross-cultural analysis, and qualitative approach aimed at 
determining the reasons why an element of  trust might 
not be a meaningful element influencing online purchase 
behavior of  domestic tourists in Bangladesh any more.

CONCLUSION
This paper examined the interconnection between 
online advertisement and online purchase intentions of  
Bangladesh domestic tourists and concentrated on the 
mediating effect of  trust in the scope of  the Theory of  
Planned Behavior (TPB). It was concluded that online 
advertisement impacted positively on the purchase 
intentions of  the tourists and this proves that the online 
marketing work is very essential in influencing buyer 
behavior and motivating online purchase of  tourism 
products. The moderator effects of  trust were however 
found to be insignificant, claiming that although trust 
is usually relevant in e-commerce, it does not change 
significantly or influence online advertisement in the case. 
This may point towards a change in behavior amongst 
consumers with growing familiarity to the digital realms, 



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the barrier of  trust has been lowered particularly when it 
comes to domestic travelling decision. This study can be 
useful in the field of  entertainment and education as it 
can be recommended to academics, marketers and policy 
makers that may be interested in turning on domestic 
tourism through effective online promotions.

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media on tourists’ decision- making process: An 
empirical study based on Bangladesh. Journal of  Social 
Sciences and Management Studies, 3(1), 56-71.

Ajzen, I. (2020). The theory of  planned behavior: 
Frequently asked questions. Human behavior and 
emerging technologies, 2(4), 314-324.

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