DECISION MAKING TOWARDS E-COMMERCE WEBSITE, THAIRADE.COM

Abstract

The objectives of this study are to analyze customers' behaviors, customers' perception of service, and 7Cs elements that affect buying decision of products from the electronic commerce website Thaitrade.com. The methods of study are quantitative research from 400 samples, and descriptive statistics, as well as inference statistics techniques by means of one-way Analysis of Variance (ANOVA) F-test Analysis, Multiple Comparisons by Least significance (LSD), and Multiple Regression Analysis at the significant level of 0.05, were used to test the assumption

The results show that 1) Frequency that customers visited websites affected their perceptions of services in the areas of website design, reliability, empathy, responsiveness, and security. The last time customers purchased products from the website affected customers' perception of empathy, and security. 2) Frequency that customers visited websites affected their perceptions of 7 Cs elements in the areas of context, community, customization, connection, and commerce. The last time customers purchased products from the website affected customers' perception of 7Cs elements in the area of community. 3) Frequency that customers visited websites, the last time customers purchased products from the website, and average customer's expenses per a single purchase affected customers' purchasing decisions from the website. 4) Customers' perception of website services in the areas of credibility, attention, and safety affected customers' purchasing decisions from the website significantly at the level of 0.05. 5) Customer's perception of 7 C's elements in the areas of context, community, customization, connection, and communication affected customers' purchasing decisions from the website significantly at the level of 0.05.