A Study on Factors Affecting Consumers’ Attitude Towards Online Shopping and Online Shopping Intention in Bangkok, Thailand
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.
Ma Mengli
School of Business,Honghe University,Yunnan,P.R.China,661100
国际会议
The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)
武汉
英文
1847-1853
2010-12-04（万方平台首次上网日期，不代表论文的发表时间）