THE FACTORS AFFECTING ONLINE PURCHASE INTENTION OF BAKERY PRODUCTS IN THAILAND

Abstract

Online shopping is an activity of buying and selling via an electronic system where it is increasingly popular because of convenience and effortless. Due to COVID-19 pandemic, many have been adapted themselves into online platform in order to survive in this crisis. Bakery business is one of the popular business in Thailand where it is affected by COVID-19 pandemic. Therefore, this study aimed to understand the factors that influence customer online purchase intention of bakery products which would benefit the bakery business owner to improve their online shop. Quantitative analysis through SPSS with 201 respondents had done in this study. According to the study, the result showed that there are two factors have positive impact and one factor has negative impact towards online purchase intention. The positive impacts were online bakery shop impression and social influence while the negative impact was perceived risk. The attributes of online bakery shop performance consist of contents and consistency of the website. In terms of social influence, the positive impact could generate from friends, family or past reviews from experienced customers. However, as online transaction requires trustworthy. Customers could perceive the risk when they feel uncertain to the certain online shop. In addition, there were four other factors which did not have significant impact on online purchase intention; e-trust, product characteristic, product visuality and brand image.