Determinants of Online Shopping Influencing Thai Consumer’s Buying Choices |
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Authors: | Chuleeporn Changchit Ravi Lonkani Kamolnut Pholwan Ratthanan Pongwiritthon |
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Institution: | 1. College of Business, Texas A&2. M University–Corpus Christi, Corpus Christi, TX, USA;3. Faculty of Business Administration, Chiang Mai University, Chiang Mai, Thailand;4. Department of Communication, Chiang Mai Rajabhat University, Chiang Mai, Thailand;5. Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna, Chiang Mai, Thailand |
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Abstract: | With the ease and availability of high-speed Internet service, online shopping is increasing rapidly. Consumers are moving to more intensive use of the Internet as the technology becomes more accessible, the availability of information increases, and the ability to interact through the Internet evolves. The success of online businesses relies heavily upon its ability to attract customers to complete purchase transactions on their websites. Even though the number of people who use the Internet every day and visit various shopping sites increases daily, it is interesting to note that quite a few of them still hesitate to purchase online. This study intends to examine what factors play a crucial role in encouraging or discouraging consumers in Thailand from shopping online. The findings from this study should help online businesses better understand the mindset of Thai consumers and find ways to improve websites in order to attract more customers. |
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Keywords: | e-commerce past experience of online shopping perceived security of online shopping perceived uncertainty of online shopping Technology Acceptance Model (TAM) Thailand |
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