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Why Does The Consumer Online Purchasing? A Conceptual Model |
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| รหัสดีโอไอ | |
| Creator | Kriangsak Chanthinok |
| Title | Why Does The Consumer Online Purchasing? A Conceptual Model |
| Publisher | National Research Council of Thailand |
| Publication Year | 2558 |
| Journal Title | Social Science Asia |
| Journal Vol. | 1 |
| Journal No. | 3 (March) |
| Page no. | 1-15 |
| Keyword | Social factors,Social motive,Consumer behavior,Online purchase intention,Conformity,Distinctiveness,Social class |
| ISSN | 2229-2608 |
| Abstract | Over the past decade, online shopping is among the most popular activities of theInternet, yet the reasons why consumers buy online are still unclear. Thus, this conceptual paper aims at investigating the why does the consumer online purchasing? And also extent social class level, social motive in different aspect which effect intention to online purchase. There are three theories to support this phenomenal are include optimal distinctiveness theory, theory of reasoned action (TRA), and theory of planed behavior (TPB), to explain why consumer online purchasing situation. A literature review indicates that different social class level that compose middle or upper and lower class looks seem different effect to conformity and distinctiveness that social motive aspect. Moreover, distinctiveness of social motive looks seem important to online purchase intention as well. The consumer trust should lead to greater relationship between social motive in conformity,distinctiveness, and online purchase intention. Furthermore, the relationship between construct are review summarized existent and extensive propose the sample, operational of measurement, and data analysis for contribution to future research. Consequently, in the future research, the researcher should proof of this paper suggesting. Interestingly, regarding evident the consumer in Thailand with social network user. |
