Online shopping behaviour: the key factors that influenced users not to purchase goods on instagram in Bangkok

Abstract

Online shopping is a new type of retail shopping, which it has now adopted all over the world including Thailand. Instagram plays a significant part in our daily life, especially to Thai users. Some groups of people are using this application to sell products and services. However, there was a study into Thai’s shopping behavior which concluded that more than half of 100 respondents had never purchased online. This study is aimed to identify the relationship between consumers’ buying decisions and their credibility on Instagram. It is to identify the key factors that influence consumers NOT to purchase on Instagram. In order to get deeper understanding and discover the factors affecting their decisions, respondents should be should acquire a smartphone and familiar with Instagram; however, they must never purchased anything from Instagram. Questionnaires were distributed with hard copy and via online. The results from this study show that ‘trust’ is the main barrier influenced consumers NOT to purchase on Instagram. Business owners or new entrepreneurs who plan to open a new channel on Instagram should consider these essential factors to gain trust, increase customer satisfaction, and disposition to purchase from them. KEY WORDS: Consumer Behavior/ Online Shopping/ E-commerce/ Instagram