| Summary: | 碩士 === 國立勤益科技大學 === 企業管理系 === 107 === The purpose of this research is a study regarding variables which influence online visit intention and then turn to offline store purchase intention in case of the smartphone buying in Thailand. The relationships between variables on the framework of this study, there are 6 independent variables (advertisement, personal involvement, discount offer package, credible content, information richness, and product complexity), 1 mediator, 1 dependent variable, and with 7 hypotheses. The researchers would like to eventually demonstrate the correlation of online store visit intention and offline store purchase intention for finding the truth of Thai customers that why customers prefer for making a purchase a smartphone through the offline store in the internet era. This study also includes a moderator variable expected to moderate the proposed relationships for moderating, which is mistrust. The mistrust was divided into 2 levels, namely high mistrust level and low mistrust level on analysis approach. This study was conducted by using data collecting through Google form online. There were 209 respondents in this study. Through Path Analysis and Testing, the results were found that the advertisement, credible content, information richness, and product complexity are positively related to online store visit intention, and online store visit intention that is in turn positively related to offline store purchase intention. However, the mistrust variable was not observed to significantly moderate the model relationships in this study. Research implications of this study will be finally discussed.
Keywords: E-Commerce, Online shopping, Consumer behavior, Purchase intention, Online visit intention, Smartphone product, Mistrust
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