Browsing by Subject "Risk"
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    Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand
    ( 2015-11) Apichaya Siripokakul ; Kriengsin Prasongsukarn
    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.
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    The influence of investment knowledge and risk perception on mutual fund choices among Millennials investors in Bangkok metropolitan area
    (Assumption University Press, 2020) Muktapa Leelapamornkit ; Thananporn Sethjinda
    Mutual funds are one of the simplest investments and are considered a ‘gateway’ investment for new investors, which should make them ideal for new investors such as younger Millennials. It is more diversified portfolios in many sectors than direct investment in one sector. This research paper focused on investment knowledge and risk perception on mutual funds investment among Millennials investor which is largest population in Thailand . The research done have been collected from 427 Millennials mutual fund investors in Bangkok. The objective of this study was to investigate the effects of investor characteristics on investor knowledge, investor anxiety, risk-taking propensity, and risk aversion on the choice of mutual funds. Descriptive statistics showed that most of investors making transaction via mobile application and relying on online social media for source of information. Moreover, they had moderate investment anxiety and low to moderate risk-taking propensity, along with moderate investor knowledge and risk aversion. The result of logistic regression was investment knowledge only effects to equity fund investment. Investment anxiety effects to fixed income investment. In term of risk taking effects to money market fund and equity fund, while risk aversion only effects to equity fund. Finally, none of the factors had an influence on REIT, balanced funds and FIF.
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    A study of consumer intention to adopt E-Bay in Thailand
    ( 2009-11) Maruf, Alam ; Sirion Chaipoopirutana ; Howard, Combs
    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.