Online from: 1996
Subject Area: Marketing
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|Title:||Factors influencing internet shopping behaviour: a survey of consumers in Thailand|
|Author(s):||Orapin Laohapensang, (Roche Thailand Limited, Bangkok, Thailand)|
|Citation:||Orapin Laohapensang, (2009) "Factors influencing internet shopping behaviour: a survey of consumers in Thailand", Journal of Fashion Marketing and Management, Vol. 13 Iss: 4, pp.501 - 513|
|Keywords:||Consumer behaviour, Internet shopping, Thailand|
|Article type:||Research paper|
|DOI:||10.1108/13612020910991367 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The author would like to thank the graduates at Chulalongkorn University, Mahidol University, Kasetsart University and Khon Kaen University, Professor Amaret Bhumiratana, Assistant Professor Danuja Kunpanitchakit, Assistant Professor Annop Tanlamai, Assistant Professor Piti Kantangkul, Associate Professor Dr Sommai Priperm, Assistant Professor Charnchai Panthongviriyakul, and Ralph Middenway.|
Purpose – An exploration of factors influencing internet shopping is conducted using the theory of planned behaviour (TPB) as the theoretical base. The theory holds that a potential customer's attitude towards the behaviour and the customer's subjective norm and perceived behavioural controls can influence the intention and its eventual realisation. This paper aims to address the factors influencing internet shopping by Thai consumers in order to answer the question of how well TPB explains online shopping intentions in Thailand. Then, comparisons are made between theoretical predictions and the current situation of the use of online services by consumers in Thailand.
Design/methodology/approach – This study is based on a questionnaire survey asking participants what factors influence their use of the internet for shopping. Subjects are drawn from 400 graduates at four major universities in Thailand. To test the validity and reliability of the measurement models using the corrected item-total correlations, Cronbach's
Findings – The empirical analysis suggests that the difficulty of shopping online is seen as the factor most influencing customers' intention to shop online. In this survey and that of the NECTEC, online technology is seen as the principal barrier to using the internet for online shopping. In contrast, it is found elsewhere that a potential customer's attitude is the factor having most influence on the intention to shop.
Originality/value – The results of a survey of 400 consumers in Thailand showed that the factors of opinions of people around consumers and the environment of online shopping can affect their intention to shop online, and its realisation.
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