Risk Factors affect Purchasing Behaviors on e-Commerce electronic Website in Bangkok

Abstract

This article aims to 1) purchasing behaviors on e-commerce electronic website in Bangkok and 2) analyze the causal relationship of risk factors affect purchasing behaviors on e-commerce electronic website in Bangkok. The data collected by questionnaires, testing with people who purchasing products on e-commerce electronic website consist of 200 sampling. The research sampling was convenience sampling. The reliability of the questionnaire was 0874. The statistical analyzed data were percentage, mean, standard deviation and the confirmation component analysis.

Results of the research showed that 1) purchasing behaviors on e-commerce electronic website in Bangkok was at a high level (Mean 4.034). And 2) of the causal relationship statics found that congruent with the empirical data which a according of hypothesis (Chi-square = 114.20, /df =0.959, p-value = 0.613, GFI = 0.973, AGFI = 0.962, RMR = 0.032, RMSEA = 0.013 และ CFI = 0.971). and 2) the purchasing behaviors on e-commerce electronic website in Bangkok was directly influenced from perceived benefits on e-commerce electronic website and the risk factors of purchasing on e-commerce electronic website with the influence coefficients of 0.603 and 0.364, respectively. The risk factors of purchasing on e-commerce electronic website was indirectly influenced to perceived benefits on e-commerce electronic website with the influence coefficients of 0.253. The research results reflect the importance of purchasing on e-commerce electronic website risks of consumer fraud prevention and establish credibility of entrepreneurs.