CONSUMER BEHAVIOR AND WEBSITE ELEMENTS (7C) AFFECTING PURCHASE AMULETS AND SACRED OBJECTS THROUGH ONLINE CHANNELS

Abstract

            The objectives of this research was (1) to study the online purchase behavior for amulets and sacred objects and (2) to study opinions regarding the 7Cs components of websites that has effect on decision to purchase Thai amulets and sacred objects. The sample group consists of 200 consumers who have experience online purchase of amulets and sacred objects. Key informants for semi-structured interviews include 10 consumers who have previously online purchase of amulets and sacred objects. Research instrument was questionnaire, semi-structured interview guidelines, and observation. The findings reveal that the most popular types and characteristics of amulets and sacred objects for purchasing online are Phra Somdej powdered amulets for the purpose of protection against various dangers, followed by spiritual support. The primary reason for choosing to purchase amulets and sacred objects online is the accessibility, the most influential individuals are friends, the purchasing averaged one item per month with costing 500 to 1000 baht per item and the frequency was once per month. Recognizing the importance of elements website regarding the 7Cs components, this research provides recommendations beneficial to e-commerce businesses guidelines for creating or improving websites to meet the needs of consumers purchasing amulets and sacred objects online.