The factors that influence online purchase intention of Thai female consumer in Bangkok area towards sport apparel.

Abstract

The purpose of this study aims to investigate online shopping behavior of Thai female consumers who live in Bangkok area and the factors affecting female consumers’ purchase intention through online shopping in sport apparel. This research also aims to examine the relation between Thai female decision making process and purchase intention. The age range of respondents will be focused on Thai female customer’s age between 18-40 years to see their purchasing behavior and intention in sport apparel through online channel. This research uses quantitative method with 200 valid respondents through online survey. This research framework investigates for 11 factors which are security and privacy, usability, convenience, trust, delivery, product quality, product price, customer service, reference group, hedonic motivation and utilitarian motivation. According to the result, it reveals that shows that privacy & security and utilitarian motivation impact online purchasing intention among Thai female consumers toward sport apparel. Usability, convenience, trust, delivery, product quality, product price, customer service, reference group and hedonic motivation don’t impact Thai female consumers in buying sport apparel through online channel.