Factors that affect consumers online shopping's purchasing decisions in Thailand.

Abstract

Nowadays technology has a significant impact on Thai’s shopping behaviors, consumers can access to computers and internet more easily and many consumers own smartphones. They tend to purchase the products via online shopping because it is convenient and more variety than physical stores. This study has been shown that the theory of reasoned reaction (TRA) link to consumer behavior of online shopping in Thailand. This thematic paper uses qualitative research as the methodology and sampling frame. It is the in-depth interview. It has identified the basic information to analyze the attitude and factors that affect the consumers’ purchasing behavior, decision-making and customer satisfaction in Thailand. Due to the Internet user is increasing rapidly, it will be useful to create strategy to increase the sales performance to online sellers.

KEY WORDS: Online shopping in Thailand/ the theory of reasoned reaction