An Online Prepurchase Intention Model

  • นิเวศน์ ธรรมะ ฝ่ายหลักสูตรโครงการพิเศษ โครงการบริหารธุรกิจมหาบัณฑิต มหาวิทยาลัยรามคำแหง
Keywords: Previous online shopping (POS), Perception usefulness (PU), Perceived ease of use (PEOU) and online pre-purchase intention (OPIN)


Internet has become a popular tool for buyers and sellers to online trading. However, there is a little information on the causal model of online pre-purchase intention in Thailand. While international research wide adopted the concept of Technology Acceptance Model (TAM) in to the intention to purchase behavior. TAM are employed as the theoretical background. The main purpose of this research is to determine the influencing factors that impact to online pre-purchase in Thailand. A self-administered questionnaire was developed then was distributed to online pre-purchase consumer. Three hundred and twenty completed questionnaires were analyzed by using factor analysis and Structure Equation Modelling (SEM) to prove the hypotheses. The results completely acceptable fit all of the hypotheses with path analysis that previous online shopping (POS), perception usefulness (PU), perceived ease of use (PEOU) had impacts on online pre-purchase intention (OPIN) with statistically significant at the 0.01