Investigation of the Effect of Online Bidding, E-store, and Price on Shopping in Thailand

P. Mekkamol; Subchat Untachai
June 2014
Australian Journal of Basic & Applied Sciences;2014 Special, Vol. 8 Issue 8, p226
Academic Journal
The objectives of the paper are twofold, 1) to model the e-store shopping in Thailand , and 2) to examine the effect of online bidding, e-store attribute, and price on shopping in Thailand. The research mainly involves a survey design. It includes a pilot test using undergraduate business students at UdonThani Rajabhat University for pretesting questionnaire items. In addition, this investigate into online bidding, e-store, web attraction, web security , price, shopping attributes necessitates uncovering variables of interest and this involves a large-scale field study. The data are collected via personal questionnaires from 399 samples. They include the customers. Respondents are asked to rate, on a five-point Likert scale, their agreement or disagreement on the e-store attributes. Quantitative data are analyzed by the statistical techniques including exploratory factor analysis and structural equation modeling. It is found from the study that the effect of online bidding, ,e-store attribute, and price on shopping. Additionally, e-store attribute and web security mediate the effect of online bidding, e-store attribute, and price on shopping. The managerial implications are discussed.


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