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  • AU eJIR : Vol. 3, Issue 2, (July-December 2018)
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Factors influencing online purchase intention

by Thanawan Phongsatha; Vivittawin Jirawoottirote

Title:

Factors influencing online purchase intention

Author(s):

Thanawan Phongsatha
Vivittawin Jirawoottirote

Issued date:

2018

Citation:

Assumption University-eJournal of Interdisciplinary Research (AU-eJIR): Vol. 3. Issue.2 (July-December 2018), 249-258

Abstract:

: Nowadays, the popularity of the Internet usage is growing in all businesses, shopping is not excluded. People have changed the way they shop from off line to online. As such, consumer behavior should be explored since the technology especially the Internet has become the mainstream of people lives. Therefore, the research was aimed to determine whether Perceived Usefulness (PU), Perceived Ease Of Use (PEOU), and Perceived Risks (PR) has influenced online purchase intention of customers. These three factors were considered when people would decide to shop online. This descriptive research applied the survey method to collect data. A self-administered online questionnaire was voluntarily distributed to respondents via Google Docs and Line Application. The respondents were recruited with the characteristics of being online shoppers. The researchers used the screening question to ask whether they have tendency or have experienced to shop online prior to proceed to the actual questionnaire. Apparently, there were 111 valid data for analysis. The Multiple Linear Regression (MLR) was applied for hypothesis testing to explore whether Perceived Usefulness (PU), Perceived Ease Of Use (PEOU), and Perceived Risks (PR) influence online purchase intention. The results revealed that all the three factors statistically significant influenced online purchase intention (R2 = .46, Adjusted R2 = 0.45, F = 30.53, p = .000). To conclude, respondents felt that to make the online purchasing, the usefulness and ease of use are things to consider; even though there is risk for them

Subject(s):

AU-eJournal of Interdisciplinary Research (AU-eJIR)
AU-eJournal of Interdisciplinary Research (AU-eJIR) -- 2018

Keyword(s):

Perceived usefulness (PU)
Perceived ease of use (PEOU)
Perceived risks (PR)
Online purchase intention

Resource type:

Journal Article

Extent:

10 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights:

This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.

URI:

http://repository.au.edu/handle/6623004553/21889
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  • AU eJIR : Vol. 3, Issue 2, (July-December 2018) [6]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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