A Study on Factors Affecting Online Shopping Decision of Consumers in Nakhon Pathom Province.

  • ธมลวรรณ สมพงศ์ มหาวิทยาลัยศิลปากร
  • ประจวบ กล่อมจิตร
Keywords: Online Shopping, Purchasing Decision, Factor Analysis


The objective of this research was to study the composition and influence of factors affecting consumers' decision to shop online in Nakhon Pathom Province. It is a quantitative research. The questionnaire was used as a tool for collecting data from a sample of 400 consumers who used to shop online living in Nakhon Pathom province. The study was conducted on Online Marketing Mix Factors (6Ps), The Technology Acceptance Model (TAM), Trust, Perceived Risk, Quality of Electronic Commerce Services (ES-QUAL & E-RECS-QUAL), a total of 84 variables. Were able to perform a factor analysis of 8 factors, namely Communication, Comfort, Security, Trust, Product, Efficiency, Promotion and Price. Analysis with the Multiple Linear Regression, the statistical significance was determined at the 0.05 level. The results showed that Factors affecting consumers' decision to shop online in Nakhon Pathom province with statistical significance. There were a total of 8 factors, ranked from the coefficient of regression the most: Comfort (Beta = 0.518), Communication (Beta = 0.412), Security (Beta = 0.361), Trust (Beta = 0.309) Efficiency (Beta = 0.302), Product (Beta = 0.255), Price (Beta = 0.190), and Promotion (Beta = 0.155) were statistically significant.