STUDY OF FACTORS AFFECTING CONSUMERS’ PURCHASING BEHAVIOR VIA ONLINE NETWORKS IN BANGKOK

The purpose of this study is to explore the factors that affects the consumers’ purchasing behavior via the online networks in Bangkok, where the theoretical framework was derived based on previous researchers. The proposed hypotheses were tested and analyzed using the Structural Equation Modeling in order to measure the latent variables. The five main hypotheses were that the individual variables (exogenous) significantly affects the dependent variable (endogenous). The 10 sub-hypotheses were to understand whether any correlation between the independent variables exists. The various analytical tests and goodness-of-fit measurement resulted in significant p-values for two main hypotheses out of five. The p-values for 9 sub-hypotheses out of 10 were significant. The results, the contradictions and affirmations with previous researchers is explained further in this research, along with implications and recommendations for further researchers and businesses to better understand the factors that significantly affects the consumers’ purchasing behavior via the online networks.