Factors Influencing Attitude of Non-online Shoppers toward E-commerce

Abstract

In our current decade, the number of internet users is increasing rapidly. People have known about online shopping, however, since online shopping is rarely done in Thailand in a wider scale, not all of those people are become online users. Online shopping is where consumers would obtain products and services via the internet by visiting websites and making purchase through the site. Even though there are numerous benefits and conveniences of online shopping, it seems that not all internet users are becoming online-shoppers seemingly because of their attitudeor previous experience with online shopping. To further understand non-online shoppers’ attitudes on online shopping, the objectives of this research are to study about the current demographic and to investigate the key online factors among non-online shoppers’ attitude towards e-commerce. Technology acceptance model was applied in this study and a total of 414 set of questionnaires were composed and given to non-online shoppers in Bangkok areas. The Statistic Analyses System was used to analyze the hypotheses by using one-way Anova and linear regression method. In conclusion, the findings of demographic factors have shown that age, gender, and education level play a significant role in influencing the attitude of non-online shoppers toward e-commerce. Surprisingly, income was not a major influence on a non-online shopper’s attitude on online shopping. Online shopping factor does have an impact in influencing a non-online shopper’s attitude on e-commerce.