Essential factors influencing consumer purchase behavior for women accessories in online story: case study of Orachat accessories.

Abstract

This thematic paper aims to find factors influencing consumer purchase behavior for women accessories in online store. The scope of this thematic paper is limited to potential customers for online stores selling women accessories in Thailand. The data were collected by online questionnaire. The sample size is 192 respondents purchasing any products online in the past three months including 101 Orachat Accessories customers and 91 non-customers. The research finding showed that 5 factors including online innovator, interpersonal influence, convenience, sale proneness, and gender influenced purchase intention for Orachat Accessories while 4 factors including perceived risk, online review, age, and income did not influence purchase intention. For Orachat Accessories customer, online innovator and age are factors influencing consumer purchase behavior for Orachat Accessories. The future research should focus on collecting data from different age and observing other factors.