EXPLORING CONSUMER BEHAVIOR OF THAI MILLENNIALS TOWARDS BUYING CONSUMER ELECTRONICS ONLINE
Keywords:Consumer Behavior, Thai Millennials, E-Commerce, Online Shopping
Online shopping has gained popularity in various types of products. The main attraction for consumers to shop online is convenience. Consumers nowadays can save time and enjoy the ease of shopping over the internet for a wide variety of items instead of going to a conventional store. However, consumer electronics are perceived as expensive products and many customers need to experience it before purchase. Moreover, there are other factors such as perceived ease of use, perceived usefulness, perceived privacy and security of transactions, need for touch, electronic word of mouth which influence the purchase intention.
The purpose of this study aimed to explore consumer behavior of Thai millennials towards buying consumer electronics online. The study was conducted on 200 Thai millennials, aged between 23 and 38 years old. The data were collected through an online questionnaire and analyzed by quantitative statistical methods. Independent sample T-test, one-way ANOVA and multiple linear regression analysis were used to test the hypotheses. The results showed that there were different perception towards online purchase intention among consumers who have different gender and monthly income. Nevertheless, consumers with different age and educational level have indifferent opinion towards online purchase intention. Significantly, the study also found that consumer behavior in terms of perceived usefulness, perceived privacy and security of transaction, need for touch, and electronic word of mouth influenced online purchase intention at the statistically significant level as of 0.05.
Aaker, D. A., Kumar, V., Day, G. S., & Lawley, M. (2005). Marketing Research: The Pacific Rim. Queensland, Australia: John Wiley & Sons Australia.
Beauchamp M. B., & Ponder N. (2010). Perceptions of retail convenience for in-store and online shoppers. Marketing Management. Journal., 20(1), pp. 49-65
Calisir, F., Elvan Bayraktaroğlu, A., Altin Gumussoy, C., İlker Topcu, Y., & Mutlu, T. (2010). The relative importance of usability and functionality factors for online auction and shopping web sites. Online Information Review, 34(3), 420-439.
Citrin, A. V., Stem Jr, D. E., Spangenberg, E. R., & Clark, M. J. (2003). Consumer need for tactile input: An internet retailing challenge. Journal of Business research, 56(11), 915-922.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-40.
Elliot, S. & Fowell, S. (2000). Expectations versus reality: A snapshot of consumer experiences with Internet retailing. International Journal of Information Management, 20(5), 323-336.
Hair, J. F., Jr., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
Hatch O. G. (2000). Privacy in the digital age: A resource for internet users. U.S. Senate Judiciary Committee, Retrieved from http://judiciary.senate.gov/privacy.htm
Hollensen, S. (2014). Global Marketing. Harlow. England: Pearson.
Jotikasthira, C. & Onputtha, S. (2017). Factors Associating with Purchasing Decision of Gems and Jewelry and Possible Implication of Online Marketing to Empowering Entrepreneur's Sale Performance. International Journal of Applied Computer Technology and Information Systems, 7(2).
Kau, A.K., Tang, Y.E. & Ghose, S. (2003). Typology of online shoppers. Journal of Consumer Marketing, 20, 139-156
Kim, J., & Forsythe, S. (2010). Factors affecting adoption of product virtualization technology for online consumer electronics shopping. International Journal of Retail & Distribution Management, 38(3), 190-204.
Kotler, P. & Armstrong, G. (2008). Principles of Marketing (12th ed.). New Jersey: Prentice Hall.
Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands?. Management Research Review, 40(3), 310-330.
Liu, W., & Ji, R. (2018). Examining the Role of Online Reviews in Chinese Online Group Buying Context: The Moderating Effect of Promotional Marketing. Social Sciences, 7(8), 141.
MacInnis D. J. & Folkes V. S. (2010). The disciplinary status of consumer behavior: A sociology of science perspective on key controversies. Journal of Consumer Research, 36, 899-914
Nava-Macali, J. (2016). Knowledge on the Use and Benefits of E-Commerce. Global Advanced Research Journal of Management and Business Studies, 5(5), 124-128.
Purnawirawan, N., Eisend, M., De Pelsmacker, P., & Dens, N. (2015). A meta-analytic investigation of the role of valence in online reviews. Journal of Interactive Marketing, 31, 17-27.
Robinson, H., Riley, F.D., Rettie, R., & Rolls,W, G. (2007). The role of situational variables in online grocery shopping in the UK. The Marketing Review, 7(1), PP.89-106.
Roy MC, Dewit O & Aubert AB (2001). The impact of interface usability on trust in web retailers. Internet Research, 11(5): 388–398
Sethna, B. N., Hazari, S., & Bergiel, B. (2017). Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase. International Journal of Electronic Marketing and Retailing, 8(4), 344-371.
Smith, H.J., Milberg, S.J., & Burke, S.J. (1996). Information privacy: Measuring individuals‟ concerns about organizational practices. MIS Quarterly, 20(2), 167–196.
Sultan, F., & Henrichs, R. B. (2000). Consumer preferences for Internet services over time: initial explorations. Journal of consumer marketing, 17(5), 386-402.