Key factors influencing Thai customers in purchasing gold ornament through online channel.

Abstract

This research aims to understand Thai customers (age above 20 years old) of their purchasing intention toward gold ornament through online channel and explores the key influencing factors including reliability, convenience, recreation, reasonable price, satisfaction, brand image, and loyalty. To examine the key factors that can influence Thai customers purchasing intention toward gold ornament through online channel, the quantitative approach was employed and 120 valid respondents conducted the questionnaire by the online survey. The research revealed two significant factors that can positively influence Thai customers in purchasing gold ornament through online channel which are ‘reliability and convenience’ and recreation. The key factors found in this research would be beneficial for gold retailers or related business owner to better understand the customers and create marketing strategy that fit the target and their demand.