ANALYZING CONSUMERS’ BUYING BEHAVIOR REGARDING ONLINE PURCHASING IN THAILAND
Keywords:
Theory of planned behavior, Purchase intention, Attitude, E-commerce, Online shoppingAbstract
Thailand has become one of the most important countries in ASEAN e-commerce according to the Electronic Transactions Development Agency. Meanwhile, competition among e-retailers has also become increasingly fierce. This study aims to investigate the ‘what’ and ‘how’ of factors influencing the Thai customers’ buying behavior through pre-purchase, purchase, and post-purchase phases. An expanded research model based upon the theory of planned behavior was employed. A survey of 535 online consumers was conducted to test the hypotheses and a structural equation modeling was used to analyze the data. The results show that the basis of the theory of planned behavior (i.e., attitude, subjective norms, and perceived behavior control) positively impact the consumers’ online purchasing behaviors. Marketing channels and marketing strategies directly affect the consumers’ purchase intentions; and the compatibility of payment method, delivery, and aftersales services plays an important role during the purchasing and post-purchasing processes. It is hoped that this study results will serve as a useful reference for e-retailers seeking to gain a better understanding of online customers’ buying behavior through multiple-stage perspectives.References
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