Factors Influencing the Attitude towards FMCG Purchase in E-Commerce Platform During Covid-19 in Bangkok, Thailand

  • Sittinut Ratchataroj Rangsit University
  • Ussanee Malisuwan
Keywords: COVID-19, FMCG, Online Shopping, Consumer Behavior


The fast-moving consumer goods (FMCG) industry is a significant sector that provides products, such as food and beverages, for daily consumption. In line with the stimulus-organism-response (SOR) model, however, consumers that consume the FMCG products are motivated by multitude of factors. Hence, this study aims to analyze the response factor, which is the attitude toward purchasing products from e-commerce platforms. The study was conducted on a non-probability random sampling method, and it collected a total of 400 samples. The sample size was chosen using a method that involves selecting a group of respondents who are Thai consumers and those who use an e-commerce platform for purchasing products. The findings of this study indicated that, novelty-seeking, in-store shopping enjoyment, and fear of diseases were significant determinants of attitude towards FMCG products.