Factors influencing Thai consumers to shop on online retailing website in Thailand.

Abstract

The objective of this research is to find factors influencing Thai consumers to shop on online retail websites in Thailand. Researcher has reviewed the previous literatures with related theories and topics. The data was obtained by online questionnaires, and it was then analyzed by using Frequency tables, Factor Analysis, Cronbach’s Alpha, Correlation, and Multiple Regression techniques. From the findings, most of the respondents are single female, who are between 26 – 30 years old. Most of them are undergraduates who currently work as company employees with the income rage between 20,001 – 30,000 Thai Baht. Moreover, in term of purchasing behaviors, most of them purchased averagely one time per month with the price range between 500 – 1,000 Thai Baht per transaction. Furthermore, the most popular types of products that were bought on online retailing websites were clothe, bag, and shoe. More importantly, there are three factors that could influence Thai consumers’ intentions to shop on online retailing websites, which are quality of products and the website’s design & features, security and aftersales services, and shopping attitudes. Therefore, if any future firms who would like join an online B2C market in Thailand, they have to make sure that at least these three factors should be exercised