Electronic commerce is an essential tool and increasing growth in businesses, most
of businesses run their operations via an online. Online purchasing is a part of human life as
a providing more conveniences and efficiencies of a vendor and a consumer when people
compare to traditional purchasing. For generation Y has the high commitment in various
channels of purchasing and this generation perceived online shopping was more sage and
capable. This study aimed to determine factors influencing generation Y’s online purchase
intention toward XYZ online store in Thailand. The researcher collected 400 questionnaires,
all questionnaires were distributed in Thailand via Google form to respondents who are
intended to online purchase via XYZ online store in past 3 months and generation Y who ages
between 18-38 years old in 2018. The results of hypotheses testing showed that generation Y
considers quality, brand image, convenience, promotion and trust had a significant influence
to online purchase intention. Moreover, the result presented that trust has the strongest
significant influencing on online purchase intention. All variables are referred to XYZ Online
Store’s website including application.
