Customers' decision factors on online shopping

Abstract

This study aims to identify the factors and how strongly these factors could influence in related to consumer%s online purchasing decision of the graduate students from Bangkok University in Business to Customer (B2C) era. E-commerce offers many online marketing opportunities to company worldwide and along with high rapid growth of online shopping it is impressed to many retailers for selling products or services through online channel to expand their market. Numerous retailers have been using this new marketing method. This was why many companies built website, to serve as more traditional channel of selling products. However, the e-commerce has also created other competitive and open market for electronic retailers, where consumers can obtain diverse product information from different e-retailers, and compare quality as well as price. Therefore, Understanding consumer behavior on purchasing online products or services is very important factors to success in online market. The research design employed a quantitative approach, on this study used the survey research via questionnaire to collect the data about participants% attitudes on each indentified factors, using 16 questions closed-ended questions on survey instruments. Participants rated the questions based on a closed-ended 1-to-7 Likert scale format. The survey was distributed by the researcher to Bangkok University graduated students. The sample size of this study was 326 samples. The results from this study indicated that these 9 factors were involved in customer%s online purchasing decision, and among the 9 factors, the strongest influencers from highest to lowest were Price, Refund, Convenience, Auction Websites, Security, Brand, Search Engines, Promotion and Online Shopping Malls.