An analysis of factors affecting online fashion shopping behavior of Thailand,s consumer.

Abstract

The purpose of this study is to analyze factors affecting online shopping behavior of consumer that might be one of the most important issues of e-commerce and marketing field. However, there is very limited knowledge about online consumer behavior because it is a complicated socio-technical phenomenon and involves too many factors. One of the objectives of this study is to examine main factors that influence online shopping behavior. This goal has been followed by using a questionnaires examining the impact of perceived risks and return policy on attitude towards online shopping behavior. Subjective norms, perceived behavioral control, and domain specific innovativeness are also considered to be examine among other factors. The questionnaires were sent out both offline and online to 300 respondents in Bangkok Metropolitan area. The study identified that financial risks and non-delivery risks negatively affect attitude towards online shopping. Result also indicated that domain specific innovativeness and subjective norms positively affect online shopping behavior. Furthermore, attitude toward online shopping positively affect online shopping behavior of consumers. KEY WORDS: Fashion Online Shopping Behavior / Consumer Attitudes / E-Commerce / Theory Of Planned Behavior