The factors that affect online shopping behavior of Thai female consumer toward fashion accessories.

Abstract

According to Fashion accessories are an item that popular, especially in women from time immemorial. As we can see, in Thailand Fashion accessories for women business is the popular one. At this present, online business also becomes very popular for many businesses. The aim of this research is to define the factor that most affected consumer behavior of Thai women according to Fashion accessories toward online shopping. The methodology of this study designed to use quantitative approach as online survey to collecting the data. Then, analyze the data by using factor analysis and extraction factor method runs on SPSS program. In conclusion, this research will occur and amplify the factor that most affected Thai women' behavior on purchasing decision of online shopping toward Fashion accessories. The result shows security is the factor that most affected Thai female consumer on online shopping toward fashion accessories. Finally, this research will be a guideline to everyone who interested in this business. KEY WORDS: Fashion Accessories for women/Online Business/Consumer Behavior