รหัสดีโอไอ 10.14457/TU.the.2014.420
Title Social commerce: trustworthy, expertise, credibility, and purchase intention in the case of Thailand
Creator Pattharisa Charoenchaipong
Contributor James E. Nelson, Advisor
Publisher Thammasat University
Publication Year 2014
Keyword Mobile Internet ,Online community ,Online market ,Social media ,Social commerce
Abstract Today many Thai businesses are moving into the online community. In Thailand, the online market is growing significantly particularly in the social media. However, with the increasing trend of online purchase, a down side is an increase in the number of fraud online purchases. With a rise in various scams, consumers are required to be more careful when purchasing products online, not only on the products/services ordered but also with the personal information given online. Online fraud purchases had costs millions of dollars worldwide and it is anticipated to increases as well. Much research has been done on website credibility and on consumers’ trust which may lead to the actual purchases. One of the biggest issues in the cyber world that the majority of buyers are concerned about is the website security system that has a direct relationship with website sales. Additionally, the increase in popularity of social media has caused a rise in “social-commerce” which is suspected to lead to most of the fraud purchases in the Thai society as most payments are made privately offline. This research was done particularly in Thai’s online community in Facebook. The research determined what online consumers used/perceived to create trust and/or given as a website’s credibility prior to their actual purchase online. As most research has tested, customer’s trust and website credibility have a direct relationship with the amount of sales online. This research identified customers’ behaviors/actions done to avoid risks and factors used to make purchase decisions. Sellers online gained the recommendation to improve their behavior in their own Facebook fan page to enhance their own credibility. This research allows sellers and buyers online to understand each others’ rationales.The research used a mix of research methods of both quantitative and qualitative natures. Respondents were the decision maker and/or influencers of the online purchase, live in Thailand, and had purchased a product online at least once over the last 6 months. Total research respondents were 441, a majority of whom are office workers living in Bangkok.
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บรรณานุกรม

Pattharisa Charoenchaipong และผู้แต่งคนอื่นๆ. (2014) Social commerce: trustworthy, expertise, credibility, and purchase intention in the case of Thailand. Thammasat University:ม.ป.ท.
Pattharisa Charoenchaipong และผู้แต่งคนอื่นๆ. 2014. Social commerce: trustworthy, expertise, credibility, and purchase intention in the case of Thailand. ม.ป.ท.:Thammasat University;
Pattharisa Charoenchaipong และผู้แต่งคนอื่นๆ. Social commerce: trustworthy, expertise, credibility, and purchase intention in the case of Thailand. ม.ป.ท.:Thammasat University, 2014. Print.