臺灣博碩士論文加值系統

Online shopping has gained popularity in various types of products. The main attraction for consumers to shop online is convenience. Consumers nowadays can save time and enjoy the ease of shopping over the internet for a wide variety of items instead of going to a conventional store. However, consumer electronics are perceived as expensive products and many customers need to experience it before purchase. Moreover, there are other factors such as perceived ease of use, Perceived Usefulness, perceived privacy and security of transactions, need for touch, electronic word of mouth which influence the purchase intention.

The purpose of this study aimed to explore consumer behavior of Thai millennials towards buying consumer electronics online. The study was conducted on 200 Thai millennials aged between 23 and 38. The data were collected through an online questionnaire and analyzed by quantitative statistical methods. Independent sample T-test, one-way ANOVA and multiple linear regression analysis were used to test the hypotheses. The results showed that perception between males and females towards factors affecting online purchase intention of consumer electronics did not differ. In the meantime, consumers with different monthly income had the degree of purchase intention differently, but not with different age and education level. Significantly, there were relationships between Perceived Usefulness, perceived privacy and security of transactions, need for touch, electronic word of mouth, and purchase intention towards buying consumer electronics online.

ABSTRACT i
ACKNOWLEDGEMENT ii
Table of Contents iii
List of Figures v
List of Tables vi
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Problem Statement/Motivation 2
1.3 Research Objectives 3
1.4 Thesis Structure 4
Chapter 2 Literature Review 5
2.1 Consumer Behavior 5
2.2 E commerce/Online shopping 5
2.3 Consumer Electronics 5
2.4 Millennials and Online Shopping 6
2.5 Thai Internet User Behavior and Online Shopping 6
2.6 Online VS Offline 11
2.7 Technology Acceptance Model (TAM) 13
2.8 Factors Influencing Online Shopping Behavior of Consumers 14
Chapter 3 Methodology 17
3.1 Sample and Data Collection Procedures 18
3.2 Assessment Method 18
3.3 Hypotheses and Analysis Method 19
3.4 Validity and Internal Consistency Reliability 20
3.5 Independent t-Test 21
3.6 One-Way Analysis of variance (ANOVA) 21
3.7 Multiple Linear Regression 21
Chapter 4 Results 22
4.1 Survey description 22
4.2 Descriptive Statistics 22
4.3 Validity Test and Correlation Analysis 23
4.4 Internal Consistency Reliability Test 27
4.5 Independent t-Test 29
4.6 One-way Analysis of Variance (ANOVA) 30
4.7 Multiple Linear Regression Analysis 35
Chapter 5 Conclusion 38
References 40
Appendix 44
Appendix 1 Questionnaire 45
Appendix 2 SPSS Output 51

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