Factor influencing the consumers' intention to purchase online the Essay

Factor influencing the consumers' intention to purchase online the retail industry in Thailand perspective - Essay Example Shopping in the digital marketplaces has given rise to a new dimension to many businesses (Demangeot and Broderick, 2007). The method and pattern of online shopping is way different from the traditional approach of shopping. The difference in online and non online business transactions generates maximum impact on consumers, thus it is important to analyze consumers online buying decisions. E-commerce shows that this business pattern does not abide by the rules of traditional consumer behavior. Thus, it becomes an important task for all the internet retail firms to evaluate the factors that determine the consumer purchase decisions in the online markets. With the help of knowledge of such a research, the online retail business firms would be able to formulate efficient strategies by which they would be able to attract potential customers in the e-markets. In the habitual business dealings, the buyers are physically present at the time of purchases. They empirically observe the final g oods or services before they actually make the purchase decisions. However, in the course of online purchases, the buyers are only able to see the products virtually in the web pages. Thus, the distinguishing aspect of online purchase decisions provides high enthusiasm to the sellers, who desire to understand whether such modes of business would affect them positively or adversely. The literature review depicts the various empirical and theoretical studies that focus on the consumer purchase intensions in the online retail markets. It is found by Goldsmith and Goldsmith in 2002 that most of the individuals who have used internet facility to shop have trust in the process. The consumers who make purchases over the internet are generally more risky lovers that the consumers who avoid online transactions (Donthu, 1999). In the modern era online retailers have found ways to gain customer loyalty in their business transactions (Papadopoulou et al., 2001). Problems regarding security are primary, when it comes to online selling. If this problem is eliminated then most of the consumers are estimated to go for online dealings (Udo, 2001). It is believed that online business would improve if the businesses firms can make consumers believe that their websites are protected (Fenech and O’Cass, 2001). It is empirically found that the Thai consumers are highly attracted to such new modes of shopping destinations. Thus, at this juncture it is rational to study the underlying factors that determine the online purchase intensions of the Thai customers. 1.2 Rational The research aims to analyze the consumer behaviour of Thailand at the stand of online purchases. The study will focus in the consumers of Thailand altogether, it will include the ones who make online purchases and also include the ones who never go to the digital market places. The underlying motivating factor for this research work is the massive population strength of Thailand, which accounts for almost 6 7 million. In 2011 it has been estimated that the percentage of internet users have increased to almost 27.4% in Thailand. The total number of internet users was 2300000 in 2000, which increased to approximately 178310000 in 2001. Moreover, it is also estimated that the aggregate rise in internet usage has augmented by almost 660.3%