Key Factors Affecting Purchase Intention In E-Commerce

Thailand E-Commerce market has progressively grown in the last decade. However, most Thai consumers still hesitate to complete online transaction because of their perceived risk and lack of trust in Thai vendors. This paper aims to investigate the structural model which pertains to the perceived risk and lack of trust that affect Thai consumers. The purpose of this study is to understand the main factors that affect consumers’ purchasing intention in both perceived risk and trust