The Case Study on Purchase Experience and Intention to Purchase via Line Application of Thai People who are Living in Bangkok and Bangkok Metropolitan

Online shopping is a trend today. There are many online channels to do online shopping including websites, Facebook, Instagram, and Line application which are the most popular in Thailand. This research aims to determine the factors influencing the intention to purchase via Line application. There are 4 variables including purchase experience (PE), social presence (SP), trust (TR), and intention to purchase (IP). As a result, social presence and trust has a significant influence on the intention to purchase. Confirmatory Factor Analysis (CFA) were used to test the validity and reliability of the factors in this study, and Structural Equation Model (SEM) were used to find the influencing between variables. The research target were Thai people who live in Bangkok and Bangkok Metropolitan. The questionnaires were distributed through online channel such as Line application and Facebook with 300 valid respondents are valid. This research paper provides research results and recommendations for online seller to have a better understanding on the customer purchasing factors