Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand
Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand
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2015-11
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eng
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application/pdf
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7 pages
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International Conference of Inclusive Innovation and Innovative Management (ICIIIM 2015)
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Abstract
Theinternet users is gradually growing in Thailand.
This led to the changes in the way of doing business such as the
traditional wayswhich have shops and store room are changing
to the online store and it creates a stiff competitive advantage
tothe organization tooperating the business (Peffers and Santos,
1998). The objective of this study is to determine whether
website environmental influencesboth website quality and
website brand have a relationship with customer behavior on
purchase intention toward the online retailer and whether this
relationship influenced by consumer trust and perceived risk.
The questionnaire was conducted with close-ended questions,
distribute by convenience sample to 226 people but we cut out
only who are experienced in shopping through the website in
Thailand to 216 sample. The analysis was conducted by
correlation analysis, the results indicate that website brand is the
most important key factor than website quality to enhance
consumer’s trust, and in turn, consumer purchase intention. The
finding confirms that perceived risk has a negative relationship
with consumer’s trust. The study suggests that website retailer
should apply marketing strategy to build website brand image
and brand awareness in order to create consumer’s trust and
encourage customer purchase intention.