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

dc.contributor.author Apichaya Siripokakul
dc.contributor.author Kriengsin Prasongsukarn
dc.date.accessioned 2018-08-20T06:31:10Z
dc.date.available 2018-08-20T06:31:10Z
dc.date.issued 2015-11
dc.description.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. en_US
dc.format.extent 7 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation International Conference of Inclusive Innovation and Innovative Management (ICIIIM 2015)
dc.identifier.uri https://repository.au.edu/handle/6623004553/21233
dc.language.iso eng en_US
dc.rights.holder Apichaya Siripokakul en_US
dc.rights.holder Kriengsin Prasongsukarn en_US
dc.subject Internet en_US
dc.subject Trust en_US
dc.subject Website brand en_US
dc.subject Website quality en_US
dc.subject Buying behavior en_US
dc.subject Risk en_US
dc.title Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand en_US
dc.type Text en_US
mods.genre Conference Paper en_US
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