The theory of planned behaviour is adapted as the theoretical foundation for the conceptual model used in the research. Five constructs from the conceptual model are tested to find out the important influencing factors for online shopping in Bangkok, Thailand. Descriptive research and an anonymous questionnaire are designed as the data collection methodology and are used in the survey fieldwork conducted at central shopping malls in Bangkok during November and December, 2005 covering 384 sample respondents. The target-sampling respondents are working adults aged 25 years old and older, with Internet competency. The frequency and mean are used to describe the sampling respondents profiles. The one-way analysis of variance (ANOVA) and single multiple regression are used as the statistical tools in order to get a valid significance level for each variable influencing Thai online shoppers purchasing intentions. The software tool used is SPSS version 11.5 for analysis of the statistics. / Five factors are found to be the main findings of this study which influence Thai online shoppers purchasing intentions. Eight of them; convenience, time saving, reasonable price, perceived behavioural control, shoppers education, shoppers income, shoppers age, and shoppers occupation, are not found to be important variables whereas they were significant in previous studies, especially those conducted in the western countries. The following factors: trust in online shops, positive attitude toward online shopping, shoppers friends, shoppers colleagues, the members of shoppers family, online buying experience and male shoppers are all factors relevant to and which influence Bangkok online shoppers purchasing intentions. The most important factor among these is the positive attitude toward online shopping of the respondents. These shoppers tend to display an intention to purchase goods or services through an online shop only when they have a positive attitude toward online shopping. A positive attitude to online shopping causes the intention to buy online while a negative attitude has the opposite effect. In addition to the positive attitude toward online shopping, online buying experience and gender need to be emphasized. This is the key profile of shoppers who are likely to be the majority of those who use online shopping. / In conclusion, the five factors affecting online shopping for this study as mentioned above contribute to the findings on Thai online buying behaviour. Sellers need to take these factors into consideration and put them into their business plans in order to boost online sales, and to remain competitive in the online market. / Online shopping is a relatively new type of retail shopping. It has now been adopted all over the world including Thailand. In Thailand, electronic shopping is still not as well known or accepted as in many other countries, and though the knowledge of online shopping in Thailand is now beginning to increase rapidly, the factors influencing online shopping behaviour of Thai consumers have not been investigated. There are several articles written on online shopping, which have studied the influencing factors, but these have not been conducted in a Thai setting. The behaviour of Thai people is regarded as unique since they are classified as being in a collectivist or dependent culture, while most studies of online shopping are in countries where the culture is classified as individualistic, which is more independent. In particular, Thai consumers purchasing intention is focused on in this research. The study measures the factors that lead the shoppers to purchase goods or services before their final purchasing decision. This research is aimed at contributing to the knowledge on the factors influencing Thai online shoppers purchasing intention, particularly by shoppers in Bangkok. Other parties, such as corporate management, marketing executives, web developers, web designers, and government agencies, can also obtain benefits from the findings of this research. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.
| Identifer | oai:union.ndltd.org:ADTP/267102 |
| Creators | Thananuraksakul, Siriporn. |
| Source Sets | Australiasian Digital Theses Program |
| Language | English |
| Detected Language | English |
| Rights | copyright under review |
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