The Factors that Influencing the Online Purchase Intentions of Furniture through Online Shopping Platforms During the Covid-19 Pandemic in Thailand
Keywords:online purchase intention, trust, perceived risk, perceived usefulness, social commerce construct, perceived behavior control
Purpose – Firstly, this study aims to focus on the customer's online purchase intention of furniture through an online shopping platform which is various in Thailand such as Shopee, Lazada, Facebook marketplace and so on. Secondly, the study measures the factors which can affect the online purchase intention of customers who prefer to shop furniture online which include trust, perceived risk, perceived usefulness, social commerce construct and perceived behavior control during the Covid-19 Pandemic in Thailand.
Design/Methodology/Approach – This study used the previous study as reference to conduct the information, a secondary data analysis from the source and conduct the information as a conceptual framework and state the hypothesis for the research.
Findings – The online purchase intention is defined as customers' conscious plans to acquire a product as a result of a personal process and an evaluative and normative judgment, people will have their perspective by each person and it has many positive relationships with many factors which can change the direction of customer minds.
Research Limitations/Implications – The limited time period it is difficult to access the literature paper and there are many ranges of target respondents, the survey's results may be varied, putting the survey's goal at risk of being missed.
Originality/value – The furniture seller of an online shopping platform can use this report as a source, insight to manage the process of their product/service and improve on some pain points to propose the appropriate to satisfy customers.
Keywords – online purchase intention, trust, perceived risk, perceived usefulness, social commerce construct, perceived behavior control
Paper type – Research paper
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