Analyzing consumers' buying behavior regarding online purchasing in Thailand

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.