Abstract:
The objectives of this study were to identify the factors that have the highest effect on the online purchase intention of Thai shoppers on Lazada in Thailand, to identify the factors that have the highest effect on the online purchase intention of non-Thai shoppers on Lazada in Thailand, and to study the differences in factors affecting the online purchase intention of Thai and non-Thai shoppers on Lazada in Thailand. A quantitative online survey was employed to collect data from 212 respondents who were all genders, aged between 19 to 39, currently residing in Thailand, and had purchased a product on Lazada in the past three months. The multiple linear regression results revealed that all five variables have significant positive effects on the online purchase intention of Thai shoppers, and among them, only 3 factors: price, country of origin, and sales volume had the highest effect on the online purchase intention of Thai shoppers. For the non-Thai shoppers’ group, only 4 out of 5 factors except sales volume have significant positive effects on the online purchase intention, and among them, only 3 factors: price, country of origin, and sales promotion had the highest effect on the online purchase intention. The Mann-Whitney U test revealed significant differences in price, country of origin, and sales promotion between Thai and non-Thai shoppers. However, no significant difference was found in sales volumes and eWOM between the two groups regarding online purchase intention on Lazada. Demographic factors such as age, gender, and income level did not have a statistically significant impact on eWOM, sales volume, country of origin, and sales promotion for both Thai and non-Thai shoppers’ groups. However, when it comes to price, gender was found to have a significant impact on Thai shoppers not on non-Thai shoppers. Male Thai shoppers were found to pay more attention to price compared to female Thai shoppers.
