Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand
Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand
au.link.externalLink | [Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/3542/2157) | |
dc.contributor.author | Tuangporn Kongprapunt | |
dc.contributor.author | Nathaya Pupat | |
dc.date.accessioned | 2018-12-20T05:39:46Z | |
dc.date.available | 2018-12-20T05:39:46Z | |
dc.date.issued | 2018-12 | |
dc.description.abstract | 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. | en_US |
dc.format.extent | 13 pages | en_US |
dc.format.mimetype | application/pdf | en_US |
dc.identifier.citation | AU-GSB e-JOURNAL 11, 2 (December 2018), 94-106 | en_US |
dc.identifier.uri | https://repository.au.edu/handle/6623004553/21548 | |
dc.language.iso | eng | en_US |
dc.publisher | Assumption University Press | en_US |
dc.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. | en_US |
dc.rights.holder | Assumption University | en_US |
dc.subject | Quality, brand image | en_US |
dc.subject | Convenience | en_US |
dc.subject | Promotion | en_US |
dc.subject | Trust | en_US |
dc.subject | Online purchase intention | en_US |
dc.subject | Online store and generation Y | en_US |
dc.subject.other | AU-GSB e-Journal | en_US |
dc.subject.other | AU-GSB e-Journal -- 2018 | en_US |
dc.title | Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand | en_US |
dc.type | Text | en_US |
mods.genre | Journal Article | en_US |
mods.location.physicalLocation | AU Archives, 4th Floor (Cathedral of Learning) | en_US |
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