Analyzing consumers' buying behavior regarding online purchasing in Thailand
Issued Date
2024
Copyright Date
2020
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
vii, 50 leaves: ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thesis (M.B.A. (Business Administration))--Mahidol University, 2020
Suggested Citation
Pornpimat Thaworn Analyzing consumers' buying behavior regarding online purchasing in Thailand. Thesis (M.B.A. (Business Administration))--Mahidol University, 2020. Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/99443
Title
Analyzing consumers' buying behavior regarding online purchasing in Thailand
Author(s)
Advisor(s)
Abstract
The value of Thai e-commerce grew to 14% in 2018, reaching $102.13 million, and the growth is expected to continue to show a 20% increase. Thereby, marking the increase of e-commerce in Thailand as the highest in ASEAN due to significant changes in consumer behaviour, according to the Electronic Transactions Development Agency (ETDA). Meanwhile, competition among e-retailers has also become more and more fierce. Therefore, this study aims to investigate the 'what' and 'how' of factors influencing the Thai customers' buying behaviour through prepurchase, purchase, and post-purchase phases. An expanded research model developed based upon the theory of planned behaviour will be employed. The research method employed a sample of 535 online consumers to test the hypotheses and adopted a structural equation to analyse the surveyed information. The findings of this study will serve as useful references for e-retailers to garner a better understanding of online customers' buying behavior through multiple-stage perspectives.
Description
Business Administration (Mahidol University 2020)
Degree Name
Master of Business Administration
Degree Level
Master's degree
Degree Department
International College
Degree Discipline
Business Administration
Degree Grantor(s)
Mahidol University