|
THE PERCEIVED RISKS AND CUSTOMER DISSATISFACTION OF ONLINE SHOPPING A SURVEY OF THAILAND MARKET |
|---|---|
| รหัสดีโอไอ | |
| Creator | Theeranuch Pusaksrikit |
| Title | THE PERCEIVED RISKS AND CUSTOMER DISSATISFACTION OF ONLINE SHOPPING A SURVEY OF THAILAND MARKET |
| Contributor | Jing Li |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2562 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 11 |
| Journal No. | 3 |
| Page no. | 21-36 |
| Keyword | Thailand market, Bangkok market, online shopping, perceived risk, customer dissatisfaction |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | This study is an investigation into how Thai online shoppers' perceptions of risk influence the level of their dissatisfaction. The purpose of this study was to identify the relationships between customer dissatisfaction and seven independent factors (all of them perceived risks): product risk, financial risk, time-loss risk, private risk, source risk, social risk, and delivery risk. This was an empirical study in which 402 Thai online users participated. Questionnaires were conducted in order to collect the primary data; this process was completed over the course of one month. During the data analysis, multiple regression was used to test each hypothesis for each perceived risk. There was an indication that customers' perceptions of product risk, financial risk, private risk, source risk, social risk and delivery risk significantly influence the level of their dissatisfaction. However, no significant relationship was found between perceived time-loss risk and customer dissatisfaction. It is argued that if Thai customers perceive online shopping to be fraught with financial risk and private risk, they are more likely to be dissatisfied with online retailers. It is therefore necessary for online marketers and retailers to understand and investigate perceptions of risk among their customers, enhance communication with customers, and improve the quality of their products and services. |
