A Study on Factors Affecting Consumers’ Attitude Towards Online Shopping and Online Shopping Intention in Bangkok, Thailand

摘要

The purpose of this study is to explore the factors that affect consumers’ attitude towards online shopping and online shopping intention in Bangkok. Multiple Linear Regression, Pearson Product Moment Correlation Coefficient, One-Way ANOVA and Independent sample T-test were used to test the hypotheses. The researcher found that there are only three factors for explaining attitude towards online shopping, which are perceived ease of use, perceived usefulness and trust; and there is no difference in consumers’ attitude towards online shopping based on gender, age and education level; however, there is a relationship between attitude toward online shopping and online shopping intention.