Impact of Website Quality, Customer’s Trust and Customer’s Attitudes Toward On-line Channel on Customer’s Intention to Use Service of Premium Department Stores in Bangkok

Abstract

The purposes of this study was to investigate the effect of website quality, customers trust and customers attitudes toward on-line channel on customer’s intention to use service of premium department stores in Bangkok. The 130 samples were randomly selected from people who live in Bangkok. The quantitative research was applied by using questionnaire: The reliability with the value of 0.913 and content validity conducted by the specialized scholar were implemented. The frequency: means, standard deviation, and multiple regression analysis were applied as the statistical instrument for data analysis and hypothesis testing at 0.05 of significant level.