Factor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok

au.link.externalLink [Full Text] (http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/4820/2784)
dc.contributor.author Chutimun Mullasatsarathorn
dc.contributor.author Kessara Choknuttakul
dc.contributor.author Natthaya Thanasansakonphop
dc.contributor.author Juthatip Taweekul
dc.contributor.author Soonthorn Pibulcharoensit
dc.contributor.author Somsit Duang-Ek-Anong
dc.date.accessioned 2020-07-30T05:43:03Z
dc.date.available 2020-07-30T05:43:03Z
dc.date.issued 2020
dc.description.abstract Nowadays social media highly influence people with the enjoyment of online platform such as chatting, watching, listing, working and/or shopping. The research has been gathered to survey and look into the points that impact consumers use of online shopping platform to shop cosmetics in Bangkok. The data were collected through questionnaire survey by distributing 400 questionnaires to 400 qualified respondents who are living in Bangkok and have experience from an online platform to shop cosmetics by using easy sampling techniques. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) are used to test the validity and credibility of the model and to analyze the impact between factors. The study results indicated that eWOM and Relative Advantage have a direct considerable impact on trust and indirect significant influence on attitude towards online shopping. Moreover, the research has been found that relative advantage, perceived benefit and trust also have a direct significant influence on attitude towards online shopping. Thus, the online platform encourages people to seek and consume products as well as cosmetics, customers could select the willingness of cosmetic products according to their preference. en_US
dc.format.extent 16 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation AU-GSB e-JOURNAL 13, 1 (June 2020), 52-67 en_US
dc.identifier.uri https://repository.au.edu/handle/6623004553/23879
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 Online shopping platform en_US
dc.subject Shopping cosmetics en_US
dc.subject Perceived benefits en_US
dc.subject eWOM en_US
dc.subject Relative advantage en_US
dc.subject Trust en_US
dc.subject Attitude towards online shopping en_US
dc.subject.other AU-GSB e-Journal en_US
dc.subject.other AU-GSB e-Journal -- 2020 en_US
dc.title Factor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok en_US
dc.type Text en_US
mods.genre Journal Article en_US
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