FACTORS THAT INFLUENCE THAI CONSUMERS' CHOICE OF ONLINE SHOPPING
Keywords:
Online Purchasing Behavior, Attitude towards Online Purchasing, Online Purchasing IntentionAbstract
This study aimed at 1) comparing consumers’ online purchasing intention categorized by personal factors, 2) studying effect of consumers’ online purchasing behavior on attitudes towards online purchasing behavior, and 3) studying effect of consumers’ attitudes towards online purchasing intention. Samples were of 400 people who purchase products online. Questionnaire with convenient sampling method was used to collect data. Data analysis included frequency, percentage, mean, standard deviation, independent sample t-test, One-way ANOVA, simple regression analysis and multiple regression analysis. Results indicated that online purchasing consumers with different gender, monthly income, daily purchasing time length, and yearly purchasing frequency had different opinion towards online purchasing intention. In addition, online purchasing behavior in terms of risk perception, easy-to-use perception, utility perception, and purchasing experience affected attitude towards online purchasing. Lastly, attitude towards online purchasing affected consumers’ online purchasing intention at the significant level as of 0.05.
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