FACTORS DRIVING THE CONSUMERS’ PURCHASING INTENTION AT OFFLINE STORES DURING THE COVID-19 PANDEMIC IN THAILAND

Abstract

According to the high numbers of infected Thai people during the COVID-19 pandemic, most of the people tend to spend less of their time going to an offline store and change their shopping behavior into online platform. However, some of Thai people still prefer to purchase products or services at the offline store rather than having them online. Therefore, this study aims to understand the key factors that drives Thai consumers’ purchasing intention at the offline store during the COVID-19 pandemic in Thailand, and analyze the factors related to the customers’ intention.