WHY THAI TEENAGERS LIKE TO PURCHASE WHITENING CREAM ON FACEBOOK

Abstract

Nowadays Thai consumers tend to purchase products and services via online shopping dramatically increase. Because the technology and the internet providers have potential to access cover Thailandarea so this era is the big step for e-commerce in Thailand. This study showed that the theory of planned behaviour (TPB) and the theory of reasoned reaction (TRA) link to behavior of online consumers in Thailand. This paper will help identify the real factors that impact to consumer behaviour in Thailand. And can promote or stimulate of website’s vendor to access and increase their sales. KEY WORDS: Online shopping/the theory of planned behaviour/ the theory of reasoned reaction