A study of consumer intention to adopt E-Bay in Thailand
A study of consumer intention to adopt E-Bay in Thailand
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2009-11
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eng
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application/pdf
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3 pages
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Proceedings of the 2nd Annual PSU Phuket Research Conference 2009. Phuket Thailand. (November 18-20, 2009)
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Abstract
Online shopping has become increasingly popular in the modern marketplace with
rapidly increasing numbers of online buyers reported every year. Web developers and marketers are continuously developing new strategies and easy to use websites to attract more global online users. The main purpose of this research was to study the relationship between perceived innovation characteristics of website design, risk, trust and intention to purchase from eBay in Thailand. The results of this study demonstrate that perceived risk and trust are particularly significant predictors of the likelihood of a potential online consumer in Thailand to buy from eBay.