Factors Affecting Intention to Buy and Evaluation of Perceived Risks of E-Commerce Products

16 Pages Posted: 28 May 2019

See all articles by Ampon Dhamacharoen

Ampon Dhamacharoen

Faculty of Education, St. Theresa International College

Khomson Suebsaeng

affiliation not provided to SSRN

Somjate Waiyakarn

St. Theresa International College

Date Written: May 1, 2019

Abstract

Online shopping has becoming the world’s bestselling platform for the wide variety of products. Online sellers need to understand the attitudes, perception of the customers. This study aimed to identify the factors that influence the consumers attitude towards online shopping. Questionnaire was used as a tool for the gathering the data, tabulated, analyzed and distributed accordingly. Online shopping behavior of the customers of the population. Subjects were selected by general random sampling method. 50 subjects were selected for the sampling. Since the emerging e-commerce as business medium, one of its primary uses has been for marketing. Soon, the online shopping will become a critical distribution channel for the majority of successful enterprises. The consumer marketers, mass media, and advertising agencies seem to be in the midst of e-commerce business. Before a company can envision what might sell online in the coming years, it must first understand the attitudes and behaviour of its potential customers. Hence, this study elucidates attitudes toward various aspects of online shopping and provides a better understanding of the potential of e-commerce for both producers and researchers. The results of the study have shown a statistically significant on evaluation, buying and perceived risk of customers attitudes.

Keywords: consumers, perceived risk, online products, e-commerce and buying patterns

Suggested Citation

Dhamacharoen, Ampon and Suebsaeng, Khomson and Waiyakarn, Somjate, Factors Affecting Intention to Buy and Evaluation of Perceived Risks of E-Commerce Products (May 1, 2019). Available at SSRN: https://ssrn.com/abstract=3380854 or http://dx.doi.org/10.2139/ssrn.3380854

Ampon Dhamacharoen (Contact Author)

Faculty of Education, St. Theresa International College ( email )

1 moo 6 Rangsit-Nakon nayok Road
klong 14, Bungsan
ongkarak, Nakon nayok 26120
Thailand

Khomson Suebsaeng

affiliation not provided to SSRN

Somjate Waiyakarn

St. Theresa International College ( email )

1 Moo 6 Rangsit Nakhonnayok Road
Klong 14 Ongkharak Nankhonnayok
Ongkharak, Nankhonnayok 26120
Thailand

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