[[alternative]]Toward an Extension of E-Commerce Success Model: An Application of the Theory of Planned Behavior

[[abstract]] 近年來，由於電子商務的便利性、產品供應快速以及技術進步，電子商務有顯著的增長。尤其COVID-19大流行，實體購物受到限制，更加速此趨勢。然而，網路購物也存在一些潛在問題，例如無法實際檢查產品、交貨問題、安全問題以及退貨困難等。 本研究旨在調查影響泰國消費者在Lazada網路應用程式購買意願的因素。研究針對市場行銷刺激、社會規範、自我效能和知覺價值對購買決策的影響及消費者特徵（如年齡、性別、收入和教育）在知覺價值和網上購買意圖之間的關係中的調節作用。 本實證研究以問卷調查方式收集364份使用泰國Lazada網路應用程式的消費者數據。研究結果顯示，市場行銷刺激對消費者的態度、社會規範和自我效能對採用意圖有顯著影響。此外，社會規範和自我效能對網路購買意圖也有促進的影響。態度和社會規範對網路應用程式採用意圖的影響也被證實其對知覺價值和購買意圖產生顯著影響。此外，年齡、教育程度性別等人口因素對於知覺價值和購買意圖之關係具有調節作用。 然而，自我效能對網路購物應用程式採用的假設並未得到支持。可能的原因是參與者已有較高的自我效能水平，或者對網路應用程式的相關信息或熟悉度不足。整體而言，本研究提供了有價值的見解，了解影響消費者在網路購物行為之因素，並為網路零售商提供改善策略。[[abstract]] In recent years, e-commerce has experienced significant growth due to its convenience, product availability, and technological advancements. The COVID-19 pandemic further accelerated this trend as in-person shopping became limited. However, online shopping comes with potential issues such as the inability to physically examine products, delivery problems, security concerns, and difficulties in returns. This research focused on identifying factors that influence consumers' intentions to purchase through the Lazada online shopping application in Thailand. It examined the impact of marketing stimuli, social norms, self-efficacy, and perceived value on purchase decisions. The study also investigated how consumer characteristics, such as age, gender, income, and education, moderated the relationship between perceived value and online purchase intention. The empirical study has collected 364 data based on the consumers of Lazada online shopping application in Thailand through questionnaire survey. The research findings indicated that marketing stimuli significantly influence consumers' attitudes, social norms, and self-efficacy toward online adoption. Social comparison theory suggested that social norms and self-efficacy play a positive role in online purchase intention. Attitude and social norms toward online adoption were found to positively influence perceived value and purchase intention. Additionally, demographic factors, including age, education, and gender, were found to moderate the relationship between perceived value and purchase intention. However, the hypothesis that self-efficacy toward online adoption positively affects perceived value was not supported. Possible reasons for this could be the participants' pre-existing high self-efficacy levels or a lack of sufficient information or familiarity with online shopping. Overall, this study provides valuable insights into the factors that influence consumer behavior in online shopping and offers strategies for online retailers to improve their presence and increase revenue