AN ANALYSIS OF FACTORS AFFECTING CONSUMER PURCHASE BEHAVIOR ON C2C/ B2C MARKETPLACE E-COMMERCE PLATFORM IN THAILAND

Abstract

E-commerce growing surprisingly in past few years, especially during COVID-19 pandemic. Its growth expands the boundary of online shopping and benefited to other business sections. The competition in this market become more intense. To be survive and to gain more market share in this market, e-commerce platform developers, entrepreneurs, and SMEs need to adapt themselves into the digital disruption era. This study aims to examine factors that could influence customer’s online purchase intention with the initial variables included perceived risks, website quality, convenience, intangibility of online product, and price perception. This study used various analysis tools to identify significant factors and examine the relationship between factors and customer’s online purchase intention which covered descriptive statistic, factor analysis, multiple regression analysis, and One-Way ANOVA Analysis. The analysis analyzes the result from total of 204 respondents which collected data via an online questionnaire. The study found that there are 3 factors that could influence customer’s online purchase intention which are perceived risks, perceived benefits, and price perception. Perceived risks influence customer’s online purchase intention in negative way while perceived benefits and price perception has enhanced customer’s online purchase intention. In additions, people with monthly income less than 15,000 THB tend to have re-purchase behavior on e-commerce platform higher than other groups. Also, there are potential in elderly market. The segment was influenced by benefits of using e-commerce more than other groups. Hence, e-commerce platform developers, entrepreneurs, and SMEs can gain benefit from this study by focusing on these specific customer segments.