Personal values and personal characteristics of Thai early working-age (26-35-year-old) office workers towards online shopping.

Abstract

Nowadays, in the age of information or digital age, model of the business has been changed by the internet. E-commerce and M-commerce have emerged for customers to buy goods and/or services in a new way from websites or online stores. While many people bought goods and/or services online from their personal computer or mobile phone, more many people did not. The purpose of this research is therefore to study personal values and personal characteristics of Thai consumers to buy goods and/or services through online stores. This study would benefit people, or entrepreneurs, who want to start their own e-business but have not known exactly which ones are personal values and personal characteristics of prospective customers who go shopping online. The total samples of 11 interviewees were used in this research for conducting less structure in-depth interview. Qualitative collection method provides an understanding of personal values and personal characteristics of people toward online shopping. Data were collected using semi-structured interview with open-ended questions and free-flow of conversation. The research’s findings presented that online shoppers have some personal values in terms of openness to change, self-enhancement, self-transcendence and conservation. In addition, online shoppers’ personal characteristics are innovativeness and subjective norm.