Tangible and Intangible Factors Affecting Thai Consumer Behavior in Online Shopping for Clothes

• Main Authors: Thidarat Prasitpornphakdee, 林奕蓮
• Other Authors: Lee, Kuo-Wei
• Format: Others
• Language: en_US
• Published: 100
• Online Access: http://ndltd.ncl.edu.tw/handle/21202560776583627612

碩士 === 南台科技大學 === 企業管理系 === 99 === E-commerce makes online shopping possible. Shopping for clothes on online store is the great opportunity, particularly to online customers and online retailers. Nowadays, online shopping for clothes of Thai consumers are dramatically increasing, which tends to a good way in Thai E-commerce market. In this paper, the main objective of this research is to identify the factors and divide these factors into tangible variables and intangible variables which influence on the main research construct. Moreover, this research also identifies the relationship among tangible variables and intangible variables which affect to attitude, perceived behavioral control and online purchasing intention of Thai consumer. A questionnaire was developed and published the link on website and e-mails, which was responded by 250 respondents. Statistic analysis included descriptive statistics, factor analysis, and the Structural Equation Modeling (SEM) techniques. This study revealed that adequate information providing, website appearance and previous online shopping experience appears not affecting Thai consumer’s attitude in online shopping for clothes. However, adequate information providing has positively relationship with perceived behavioral control. Also, attitude and perceived behavioral control positively with intention. The finding from SEM indicated that subjective norms also play the role of intention in online shopping for clothes. And intention is a major predictor of actual purchase.