Investigating factors influencing customer online buying via Facebook page in Thailand.

Abstract

Thailand is currently the fourth largest ecommerce market in the region, valued at $900 million and is expected to increase its ecommerce business to a value of $11.1 billion by 2025. The most successful platform is social network for example LINE, Instagram, google+ and Facebook but the largest growing in Thailand is Facebook as statistic shows the number of Facebook users in Thailand from 2015 to 2021. In 2018, the number of Facebook users in Thailand is expected to reach 21.6 million, up from 19 million in 2016. As of the first quarter of 2016, the social network was accessed by close to 1.65 billion users ‘monthly. This research to find the factors which influence customer online shopping satisfaction is thus imperative for Thailand retailers to develop the correct strategies for online sales.