A comparison of Thai female consumer behavior toward online shopping for beauty accessories between different age groups.

Abstract

Due to the increase in the number of internet users in Thailand and its likelihood of rapid growth every year, it would be reasonable to conclude that it is a factor in the increase of online retailers as well. There are many factors that influence people to turn to the online market, such as unique products and prices lower than those offered in traditional markets. Easier access to the internet is also a contributor. Increasing numbers of online retailers and wholesalers are creating an ever-competitive market. When the number of customers grows, online retailers must learn to manage various types of customers by gaining understanding of their behavior, which may be useful for improving their business. Many factors motivate a customer to buy a product or service. Organizations operating online should conduct research to study the differences in purchasing behavior of different age groups, which is needed to help online retailers refine their online strategies for advertising a variety of products and inventory management. This would be beneficial to other internet retailers and entrepreneurs if we were able to identify specific consumer behaviors in different age groups.

KEY WORDS: Consumer behavior/ Online shopping/ Millennial/ Reliability/ Service Quality