Browsing by Subject "Perceived risk"
  • Item
    Determining antecedents to omnichannel shopping intention among fast fashion consumers in Thailand: a mixed methods approach
    (Bangkok : Assumption University Press, 2022) Wisuta Jaengprajak ; Sirion Chaipoopirutana
    The purpose of this study was to investigate the relationship between the variables of customer experience, personal innovativeness, perceived innovation characteristics, perceived risk, attitude, and omnichannel shopping intentions, among fast fashion consumers in Thailand. A mixed methods approach was applied to develop the study’s research instrument, conducting a pilot study and focus group interviews. Data were subsequently collected from 690 fast fashion consumers with experience in using omnichannel retail services in Thailand, using online questionnaires and convenience sampling. However, only 449 responses were deemed usable for the analysis which used Mixed Methods research techniques, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). Results revealed that only personal innovativeness, perceived innovation characteristics, and attitude, had a significant statistical relationship with omnichannel shopping intentions, while no significant relationship was found for customer experience and perceived risk. Findings also verified that the relationship between omnichannel shopping intentions and customer experience, as well as the relationship with personal innovativeness, was mediated by perceived innovation characteristics. Additionally, new sets of sub-variables were identified for customer experience and perceived innovation characteristics that were unique to the Thai culture and retail context using mixed methods and EFA. It was found that there were seven dimensions of omnichannel customer experience, namely consistency, connectivity, personalisation, accessibility, order fulfilment, flexibility, and retailer responsiveness. Regarding perceived innovation characteristics, the study confirmed that usefulness, compatibility, and ease of use, remained suitable subcomponents.
  • Item
    An integrated model of factors affecting website adoption, perceived risk and trust on online shopping intention in China
    (Assumption University Press, 2020) Xia, Zongwen ; Sirion Chaipoopirutana
    With the growth of e-commerce platforms, more and more customers are changing their shopping intention from physical stores to online platforms. China has a substantial population in the world and also has the completed e-commerceplatform. Due to Covid-19 Pandemic, many consumers changed their behavior to be online shopping. E-commerce still has a large potential market in near future. Therefore, this research aims to test the influence of website adoption, perceived risk, and trust on online shopping intention. The researchers collected the data from online shoppers who bought products service from one of the most famous online shopping websites in China. The sample of this study was collected from 400 respondents through online. Non-probability sampling methods including purposive and convenience sampling was applied to collect the data from the sampling units.The five-point Likert scale was designed for research instruments. Descriptive analysis and inferential analysis were applied to analyze the data and multiple linear regression analysis was applied to test all hypotheses. Based on the findings, the researchers found that perceived usefulness, perceived ease of use, social influence, and facilitatingconditions significantlyinfluenced online shopping intention. Perceived risk and trust also had a significant influence on online shopping intention.
  • Item
    A structural equation model of factors influencing Thai digital music piracy: a conceptual perspective
    (Assumption University Press, 2016) Pannawit Sanitnarathorn
    This study presents a conceptual framework, using structural equation modeling, of the variables that influence Thai digital music piracy. From both the 1997 and 2008 economic turmoil to the technological leaps from cassettes, to CDs, to the Internet and the related peer-to-peer (P2P) file sharing technologies, the Thai music industry has and continues to witness tumultuous times. More recently, broadband and Internet enabled smart phones have exacerbated the issues swirling around digital music piracy and the loss of revenue to both the music label houses and their artists. This study is therefore focused on the variables that contribute to factors influencing piracy. Music labels and artists need to understand the motives that cause users willingness to embrace illegal downloading and develop methods and markets to counter this act which is making business unsustainable.
  • Item
    The new normal service quality and behavior food purchase intention during COVID-19
    (Bangkok : Assumption University Press, 2022) Thikumporn Nitchhote ; Chompu Nuangjamnong
    This research aimed to determine the new normal service quality and behavior of food purchase intention during COVID-19. The objectives of this research were to explain that information quality has a significant impact on perceived risk. To determine service quality has a substantial effect on perceived risk, attitude, and satisfaction. To determine convenience has a significant effect on satisfaction. To explain the perceived value, perceived risk and attitude have a significant impact on purchase intention. The online questionnaire was used as a research tool for data collection at 400 sets in Bangkok, Thailand, thru convenience and snowball techniques in non-probability sampling. The data analysis was performed by descriptive statistics with frequency, mean, standard deviation. Then, inferencing statistics were used for hypothesis testing via simple linear regression and multiple linear regression at the significant level of 0.05. The results found that information quality and service quality have a substantial impact on perceived risk. Service quality has a significant effect on attitude. Also, service quality and convenience have a considerable effect on satisfaction. Lastly, the results revealed that perceived value, perceived risk, and attitude significantly impact purchase intention in the behavior of food purchase intention during COVID-19 on the new normal situation.