Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand

Abstract

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.