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Yilin Zhang. Factors Affecting Thai Consumer Intention in Online Shopping. Master's Degree(General Management). Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology. : , 2562.
Factors Affecting Thai Consumer Intention in Online Shopping
Name: Yilin Zhang
Address:
Pathum Thani
Organization :
Rajamangala University of Technology Thanyaburi. Business Administration. GeneralManagement.
keyword:
online buying behaviors
ThaSH:
Electronic commerce
Classification :.LCCS: HF 5415.32
Abstract:
This independent study aimed to investigate: 1) demographic factors affecting consumer intention in online shopping, 2) online buying behaviors affecting consumer intention in online shopping, and 3) consumer attitudes toward online shopping affecting consumer intention in online shopping.
The population of this study was online consumers and the sample group, selected using purposive sampling, included 400 online consumers. The research instrument used for collecting data was questionnaires. The data were analyzed using frequency distribution, percentage, mean, standard deviation, one-way ANOVA, simple regression analysis, and multiple regression analysis.
The study revealed that 1) demographic factors consisting of gender, monthly income, time spent on online shopping per day, and online shopping frequency per year affected consumer intention in online shopping. 2) Online buying behaviors including risk perception, consumer-perceived convenience, benefit perception, and consumer experience had an influence on consumer intention in online shopping. 3) Consumer attitudes toward online shopping significantly affected consumer intention in online shopping at the statistically significant level of 0.05.
Rajamangala University of Technology Thanyaburi. Office of Academic Resource and Information Technology
Address:
PATHUM THANI
Email:
elibrary@mail.rmutt.ac.th
Name: Wasun Khan-am
Role:
Faculty advisor
Created:
2562
Modified:
2021-01-19
Issued:
2021-01-19
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
THE HF 5415.32 .Z36
eng
DegreeName: Master of Business Administration
Descipline: General Management
Level: Master's Degree
©copyrights Rajamangala Univetsity of Technology Thanyaburi
RightsAccess:
ใช้เวลา
0.03165 วินาที
Yilin Zhang
| Title | Contributor | Type |
|---|---|---|
| Factors Affecting Thai Consumer Intention in Online Shopping
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Yilin Zhang | Wasun Khan-am | วิทยานิพนธ์/Thesis |
Wasun Khan-am
| Title | Creator | Type and Date Create |
|---|---|---|
| Factors Affecting Thai Consumer Intention in Online Shopping
มหาวิทยาลัยเทคโนโลยีราชมงคลธัญบุรี Wasun Khan-am | Yilin Zhang | วิทยานิพนธ์/Thesis |