INFLUENCE OF WEBSITE ELEMENTS ON THE PURCHASE DECISION TO SHOP ON INTERNET
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Abstract
The purpose of this research was to study the influenceof website elements include Content Context Community Customization Communication Connection and Commerce towards the purchase decision to shop on internet. The research of this study was quantitative research and the questionnaire was used to collect data. The samples were 434 people who shop online, create an online questionnaire and collect information through the Pantip.com website. Statistics used for data analysis were frequency percentage mean standard Deviation Correlation Coefficien and Multiple Regression Analysis. The majority of respondents were female, average age 35 years, Bachelor’s degree, company employee and average income is 10,001-20,000 baht per month. The results were commerce content and community affect the decision to shop on internet with the statistical significanceat the 0.01 level and connection affect the decision to shop on internet with the statistical significanceat the 0.05. The change of decision to shop on internet was described as 41 percent (R2 = 0.41).
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