Factors Affecting Thai Consumer Intention in Online Shopping

Abstract

This independent study aimed to investigate: 1) demographic factors affecting consumer intention in online shopping, 2) online buying behaviors affecting consumer intention in online shopping, and 3) consumer attitudes toward online shopping affecting consumer intention in online shopping. The population of this study was online consumers and the sample group, selected using purposive sampling, included 400 online consumers. The research instrument used for collecting data was questionnaires. The data were analyzed using frequency distribution, percentage, mean, standard deviation, one-way ANOVA, simple regression analysis, and multiple regression analysis. The study revealed that 1) demographic factors consisting of gender, monthly income, time spent on online shopping per day, and online shopping frequency per year affected consumer intention in online shopping. 2) Online buying behaviors including risk perception, consumer-perceived convenience, benefit perception, and consumer experience had an influence on consumer intention in online shopping. 3) Consumer attitudes toward online shopping significantly affected consumer intention in online shopping at the statistically significant level of 0.05.