FACTORS INFLUENCING ONLINE SHOPPING BEHAVIOR INTENTION: A STUDY OF THAI CONSUMERS

This research is aimed at contributing to the literature on factors influencing Thai online shop-pers ' purchasing intention, particularly on shoppers in Bangkok. The Theory of Planned Behavior is adapted as the theoretical foundation for the conceptual model used in the research. Descriptive re-search and an anonymous questionnaire are designed as the data collection methodology and are used in the survey fieldwork conducted at central shopping malls in Bangkok during November and Decem-ber, 2005 covering 384 sample participants aged 25 years old and older, with Internet competency. The One-way analysis of variance (ANOVA) and Multiple Regression are used for inferential statistics. The findings show that the most important factor is positive attitude toward online shopping followed by trust and subjective norm