Factors Affecting Perceived Benefits of Online Shopping in Thailand
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Abstract
การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาอิทธิพลทางตรงและอิทธิพลทางอ้อมของคุณภาพบริการอิเล็กทรอนิกส์และการรับรู้ความเสี่ยงอิเล็กทรอนิกส์ที่มีต่อการรับรู้ประโยชน์ในการซื้อสินค้าออนไลน์ในประเทศไทย โดยมีตัวแปรความไว้วางใจอิเล็กทรอนิกส์เป็นตัวแปรส่งผ่าน ซึ่งใช้แบบสอบถามในการเก็บรวบรวมข้อมูลจำนวน 287 คน
ผลการวิเคราะห์ด้วยแบบจำลองสมการโครงสร้าง พบว่า คุณภาพบริการอิเล็กทรอนิกส์มีอิทธิพลทางตรงต่อการรับรู้ประโยชน์และความไว้วางใจอิเล็กทรอนิกส์ ในขณะเดียวกัน คุณภาพบริการอิเล็กทรอนิกส์มีอิทธิพลทางอ้อมต่อการรับรู้ประโยชน์เมื่อมีตัวแปรความไว้วางใจอิเล็กทรอนิกส์เป็นตัวแปรส่งผ่าน ทั้งนี้ การรับรู้ความเสี่ยงอิเล็กทรอนิกส์ไม่มีอิทธิพลทางตรงเชิงลบต่อการรับรู้ประโยชน์ แต่มีอิทธิพลทางตรงเชิงลบต่อความไว้วางใจอิเล็กทรอนิกส์ และการรับรู้ความเสี่ยงอิเล็กทรอนิกส์ยังมีอิทธิพลทางอ้อมเชิงลบต่อการรับรู้ประโยชน์เมื่อมีตัวแปรความไว้วางใจอิเล็กทรอนิกส์เป็นตัวแปรส่งผ่าน อีกทั้งความไว้วางใจอิเล็กทรอนิกส์มีอิทธิพลทางตรงเชิงบวกต่อการรับรู้ประโยชน์
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