Factors Affecting Online Shopping of Thai Students at University of Northampton

This study investigates the factors impacting the online behaviour of Thai students of University of Northampton towards online shopping. It aims to identify the factors influencing Thai student’s purchase behaviour towards online shopping, review the existing theories and models of online shopping directly influencing online shoppers, and evaluate the attitude of shoppers towards the online shopping activities in Thailand.

Running head: BUSINESS MANAGEMENT RESEARCH IN PRACTICE
Business Management Research in Practice
Name of the student
Name of the University
Author Note

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Acknowledgement
The completion of the study gave me an enormous satisfaction, as I have learnt several things
regarding online shopping and its impact on the business environment and customers. The
completion of the study taught leads me to large field learning with respect to academic
study. On the completion of the project, I would like to thank a number of people who helped
me to complete the project on time. Firstly, I thank my supervisor, who helped me throughout
the project. I thank my colleagues who help me to select the topic for project. I thank my
assistant supervisor who helps me to apply data collection methods. Last but not least, I thank
my parents and friends who encourage me to work on the project.
Thanking you all,

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Table of Content
CHAPTER 1: INTRODUCTION..............................................................................................6
1.1 Introduction......................................................................................................................6
1.2 Background to the research..............................................................................................6
1.3 Problem Statement...........................................................................................................7
1.4 Research aim and Questions............................................................................................8
1.5 Research Objectives.........................................................................................................8
1.6 Significance of the study..................................................................................................8
1.7 Outlining research methodology......................................................................................9
1.8 Consultation process undertaken with the organization...................................................9
1.9 Summary..........................................................................................................................9
CHAPTER 2: LITERATURE REVIEW.................................................................................11
2.1 Analysing the existing papers............................................................................................11
Theme 1: “Factors affecting consumers’ attitude toward online shopping and online
shopping intention in Bangkok”...........................................................................................11
Theme 2: “Internet Usage and Online Shopping”................................................................12
Theme 3: “Online Shopping”...............................................................................................12
Theme 4: “Technology influencing online shopping intentions of shoppers”.....................13
Theme 5: “Factors influencing online shopping behaviour of consumers”.........................14
Theme 6: “Purchase Intention and Consumer Behaviour”..................................................15
Theme 7: “Technology Acceptance Model”:.......................................................................17
Theme 8: “Domain specific innovation”..............................................................................17

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Theme 9: “Shopping orientations”.......................................................................................18
Theme 10: “Impulse purchase orientation”..........................................................................18
2.2 Gap in the existing research papers....................................................................................19
CHAPTER 3: RESEARCH METHODOLOGY.....................................................................20
3.1 Research Paradigm (Research Philosophy)...................................................................20
3.2 Research Questions........................................................................................................21
3.3 Data Collection Method.................................................................................................21
3.4 Research Setting and Instruments:.................................................................................22
3.5 Sampling methods:.........................................................................................................22
3.6 Ethical Consideration.....................................................................................................23
CHAPTER 4: ANALYSIS.......................................................................................................24
4.1 Process of analysing the data.........................................................................................24
4.2 Process of interpreting the data......................................................................................24
4.3 Findings..........................................................................................................................24
CHAPTER 5: DISCUSSION AND EVALUATION..............................................................34
CHAPTER 6: CONCLUSION AND RECOMMENDATION................................................40
6.1 Conclusion......................................................................................................................40
6.2 Research Limitations......................................................................................................41
6.3 Recommendation............................................................................................................41
6.4 Strategy for implementing the recommendation............................................................42
References................................................................................................................................43

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List of Graphs
Graph 1: Gender of the respondents.........................................................................................24
Graph 2: Frequency of Online Shopping.................................................................................25
Graph 3: Factors affecting decision making in final election of the products.........................26
Graph 4: Visit to retail store before making the final purchase decision.................................27
Graph 5: Online shopping medium used for buying items......................................................28
Graph 6: Idea of products buying products online...................................................................29
Graph 7: Barriers keep customers away from doing online shopping.....................................30
Graph 8: Alternatives that persuade the shoppers to purchase online.....................................31
Graph 9: Reliability of products online....................................................................................32

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Topic- “A study of factors that impact on online shopping of Thai student at the
University of Northampton”
CHAPTER 1: INTRODUCTION
1.1 Introduction
It is identified that Electronic Commerce is relatively new business channel entailing sells
and purchasing goods and services through technology based network. The recent
development of technology such as advancement of online business channels have made it
possible for the marketers to target and reach a wide market within a short precise time
period. The most influential factors for online shopping from existing studies mainly pay
attention to convenience and time saving, while the growth of online shopping industry is
persistently stable, there are many more factor influencing the online shoppers that are
investigated in the study. The use of internet technology has been rapidly developing in
Thailand since 1998. In addition to this, any sort of business that is perform through internet
channels tend to receive good opportunities for the success of the business as the key
customers are already there. The major purpose of the research is to investigate behavioural
intentions of Thai students of University of Northampton toward online shopping and
simultaneously the study also examine the factors that impact them to shop online.
1.2 Background to the research
As put forward by Lim et al. (2016), several number of factors could affect a
consumer’s repurchase intention on shopping website repurchase intention on shopping
websites and some of these could be interactive and may attract consumers to repurchase. On
the other side, Akbar, and James (2014) performed a study and found that besides websites’
interactivity, the other factors such as repurchase intentions, trust, customer satisfaction,
privacy and perceived interactivity. It is identified that there have been several articles have

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been written on the issue of online shopping including trust, customer satisfaction and
privacy which remain at the core of many studies. On the other side, Ludin and Cheng (2014)
defined privacy and secrecy of consumers’ information which the websites keep confidential
and according to the author, an individual is more likely to perform a continued usage when
such usage is considered to be relevant. Notwithstanding, as the market keep enhancing and
the information technology keeps on changing gradually, the perceived usefulness need to be
timely examined as should the repurchase online intentions of the shoppers. The existing
studies have particularly focussed on some particular online channels such as eBay.com to
examine the repurchase intentions of online shoppers. However, the present study identifies
and examines the major factors impacting the online behaviour of Thai students of
University of Northampton. The University of Northampton is working in partnership with
the Village international Education Centre in Thailand. Students of many foreign nations
pursue education in Northampton University and the quality of campus life is improving
which is reflected on their lifestyle such as increasing attachment to online trends and
technology.
1.3 Problem Statement
It has been identified that internet users have been increasingly growing in Thailand since
1999 and there are almost 11.9 million Thai users at present who use the internet on a regular
basis and almost 20% of whom have experienced online shopping (Vaidehi 2014).
Nonetheless, due to changing market environment, growing risk of online shopping such as
privacy of consumers and increasing number of ecommerce vendors, online shopping
activities have largely been affected. Thus, to understand the impact of this influential factors,
the study particularly investigates the attitudes of the students of University of Northampton
toward online shopping.

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1.4 Research aim and Questions
The aim of the research is to examine influential factors creating impact on online
shopping of the students of University of Northampton. The following are the potential
research questions of the thesis.
 What are the factors that are impacting Thai’s students purchase behaviour toward
online shopping activities?
 How do Thai students react to the dynamic trends of online shopping?
1.5 Research Objectives
 To identify the factors influencing Thai student’s purchase behaviour towards online
shopping?
 To review the existing theories and models of online shopping directly influencing
online shoppers
 To evaluate the attitude of shoppers towards the online shopping activities in
Thailand
1.6 Significance of the study
Due to technology advancement, conventional marketers find new ways to reach the wide
target market. On the other side, consumers also find it easy to make selection of the products
they want to buy, as they have multiple options of retailers online. Nonetheless, there are a
number of factors such as market trends, privacy and security in online purchasing, reliability
of online products have significant impact on the purchasers. Thus, this study helps to learn
the impact of the stated concern on the shoppers. The study particularly measures the impact
on Thai Students of University of Northampton, as Thailand particularly observed a set of
dynamic trends in ecommerce sector caused by increasing development of technology. Study
also helps to forecast the future impact of the stated factors on consumers. In addition to this,

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the study helps Northampton University to learn about the recent market trends and
strategies in ecommerce sector, which could further help the organization to shape their
marketing and management courses.
This study has helped to identify the different social media factors affecting the
purchasing behaviour of the Thai students. The market in United Kingdom is highly saturated
and it is difficult for companies to gain competitive advantage for a longer period of time.
Findings of the study have been helpful for the companies in ecommerce industry to develop
strategies to meet the current needs of consumers. The rationale behind this is, e-commerce
sector is most likely to face dynamic trends which often causes failure or leads to a moderate
success; thereby, businesses require more knowledge regarding market trends, economies and
services to deal with the overall nature of market. So, finding of this study provides an
authentic guidance in terms of handling the trends, economies and services.
Number of students migrating to study in United Kingdom has increased and there have
been a significant increase in Asian population as well, so addressing the needs of these
consumer segment can definitely increase the market share of retailers by examining their
online shopping behaviour and develop offers and products based on their needs.
Furthermore, this study also helps the ongoing research projects being undertaken in e-
commerce by presenting the findings that involve market drivers, scale of economies creating
impact on the sector, current needs of consumers and market trends. So that the ongoing
studies performs the investigation with relevant data and generate a suitable outcome.
1.7 Outlining research methodology
Research methodology or the selection of research techniques are one of the significant
aspects of the research; this means the selection and the application of chosen techniques
determine the outcome of the research. The present study includes primary data analysis. So,

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to perform the analysis, research paradigm has been chosen aligning with these two types of
data collection processes. Positivism research philosophy has been selected because the
research findings are normally judged against the criteria of validity, reliability as well as
generalizability. Primary data has been collected by performing a survey among the Thai
Students of University of Northampton, while the secondary data has been collected from
books, journal articles and websites of some particular e-commerce channels in Thailand.
1.8 Consultation process undertaken with the organization
For the purpose of performing the study on the chosen context, the university has been
informed about the process and significance of performing the study. The board members of
the university has been requested to authorize the data collection process for the study. The
entities involved in the study are decided by the University Authority.
1.9 Summary
This chapter presents and introduces the topic along with a detailed background to
online shopping and the influential factors associated with the topic. It is learnt that
advancement in technology and dynamic market trends have a strong impact on the shoppers.
Simultaneously, the factors of privacy and security of online payment, reliability of items
also remain as the barrier to online shopping. Thus, the research questions set in the chapter
revolve around the potential factors impacting online shoppers and their attitudes. Research
objectives and questions are aligned based on which a review of existing papers have been
performed in the following chapter.

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CHAPTER 2: LITERATURE REVIEW
2.1 Analysing the existing papers
Theme 1: “Factors affecting consumers’ attitude toward online shopping and online
shopping intention in Bangkok”
As put forward by Hsu et al. (2014), due to evolution of globalization in different
sectors, business from one region linked to others and the customers remain across the
boundary. Due to such business entities, the exchange of information about the products and
services become much quicker than ever. Presently, internet has become a significant way of
carrying out all sort of business transactions. A study performed by Jadhav and Khanna
(2016) highlights the fact that the evolution of internet plays a great role in the establishment
of e-commerce. This study reveals that online shopping becomes third most popular internet
activity after instant messaging, web browsing and emails. However, Akar and Nasir (2015)
arguably mentioned that although there is clear progress in e-commerce caused by the
development of internet activities, the industry as a whole is yet to pay attention to
convenience in e-commerce activities. This means it is true that consumers prefer online
trends or shopping but their preferences are also driven by factors like security of
transactions, reliability of the products and knowledge. On the basis of this argumentative
fact, it is worth stating that the internet activities and online shopping are yet to reach the
convenience level. Conversely, a study conducted by Gao and Bai (2014) mentions that
tremendous growth of internet demonstrates that there exists a wide market where e-
commerce could play a significant role and to make e-commerce activities more prominent
organizations should understand different factors that influence customers to perform online
shopping activities. Nonetheless, this finding is superficial compared to the above concern.

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Hsu et al. (2014) provided the following statistics which demonstrates the growth scenario of
internet in Thailand compared to the growth of population.
Figure 1: Growth of internet consumption in Thailand
(Source: Gao and Bai 2014)
Theme 2: “Internet revolution and Online Shopping”
Internationally, the consumption of internet is rapidly increasing but the growth observed a
rapid pace in the developed nations. Undoubtedly, due to the arrival of internet, business
observed a significant shift and consumer behaviour has also changed due to such industrial
revolution. Lian and Yen (2014) in their study of web evolution, has mentioned that the
growth of the activities usually performed in internet marketing are estimated to remain faster
as the availability of ubiquitous information platform might help to maximize the
efficiencies. In this context, Dai, Forsythe and Kwon (2014) commented that mobile
marketing plays a great role in the development of online shopping activities. According to
the author, mobile marketing which is a set is of practices enabling business to interact with
their audience in an efficient and effective manner. Bilgihan (2016) particularly mentioned
that there is a significant driver derived from the growth in smartphone adoption and mobile
tablets. The expanding growth and dispersal of mobile phones across the world have steadily
changed the marketing activities and marketing related to this mobile in particular.
Notwithstanding, Akbar and James (2014) commented that when it comes to mobile
marketing, there is always a question of privacy on any network; savvy mobile marketers
should understand and respect the fact that users would always seek privacy. Thus, they need

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to offer clear instructions for choosing marketing communications to validate if users want to
do it. The findings of a study performed by Liaukonyte, Teixeira and Wilbur (2015)
indicates the fact that marketers should understand how consumers are using their
smartphones and how they access the internet each day. The authors also state that
consumers’ positive attitude display more favourable behavioural outcomes of mobile
marketing activities.
Theme 3: “Online Shopping”
Online shopping or shopping falls under a category of shopping which could enable
customers to receive products directly by a third party retailer internet. According to Dai,
Forsythe and Kwon (2014), online shopping has gained a tremendous popularity among the
growing internet users. Today’s developing era of technology has made it possible to search
the unavailable items by simply putting the name of the item in the search bar. People in
Thailand are quite accustomed to online shopping due to the growing development of
technology in the nation. However, Anaza (2014) criticized that the fact that more and more
customers become savvy online shoppers, so their expectation of how easy a website is to use
is growing. Here, user expectation is fundamental to growing conversation rate as well as
reduction card abandonment. In this context, Bilgihan (2016) commented that logistic firms
play a major role in establishing the trend of online by ensuring product delivery on time.
There are several benefits and advantages of online shopping and based on this factor
individual tends to choose to such kind of shopping over conventional shopping.
Theme 4: “Technology influencing online shopping intentions of shoppers”
A study performed on online shopping by Ashraf, Thongpapanl and Auh (2014) imply the
fact that a set of significant constructs are found to be directly and indirectly influencing
behavioural intentions. Such constructs may include perceived risks, perceived price, brand
identity and perceived value. Another significant fact found in this study is that as the use of

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internet is increasing in unexpected rate, the scholars of marketing and management
information system made several attempts to make analysis of the use of technology and the
application of computer programs, services that are provided online as well as few self-
service technology such as banking and online shopping. Nonetheless, Bhatiasevi and
Yoopetch (2015) argued that even though technology is developing and enabling many
businesses to focus on their target market and businesses through technology has not been so
convenient yet. The authors found that 71% of people in Thailand tend to regret their online
purchase and 48% were dissatisfied because of mismatched expectations and 29% were
disappointed with poor product quality. Moreover, customers also consider it as a hassle
when they face difficulty to log into the account. According to Chen, and Lu (2015), a most
suitable and accepted technology based model is “Technology Accepted Model” proposed by
Davis. The model is widely used for the studies and different behavioural intentions.
Figure 2: Technology accepted model incorporated in online shopping
(Source: Chen, and Lu 2015),
Behavioural Intention (BI) is defined as an individual’s intention to conduct multiple
behaviours. According to Liaukonyte, Teixeira and Wilbur (2015), behavioural intentions are
mainly the motivational factors that cover how interested a person is, to perform a particular
behaviour. This sort of construction was first founded in the Theory of Planned Behaviour

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(TPB) as well as the “Theory of Reason Action”. These two are mostly used in many
research models that are linked to acceptance of technology.
Perceived Risk: According to Pappas (2016) “perceived risk” is usually referred to
the nature and state of uncertainty or the consequence experienced by consumers in making
purchases. The author of this study has mentioned that uncertainty could be subjective as well
as it may come from the identification of buying goals and matching of the goals with the
offering of the brands and products. Rouibah, Lowry and Hwang (2016) stated that customers
might search for information to address uncertainty and standardize the outcome of a
purchase decision which is perceived to be challenging.
Perceived Price: As put forward by Al-Debei, Akroush and Ashouri (2015),
perceived price is the price of products or services which the consumers tend to perceive
when they are evaluating online purchase. Before customers decide to buy items online, they
tend to search for alternative price options of the brands they wish to buy. The author of this
study has also mentioned that people trend to shop online as they perceive that online
products could be cheaper compared to the products sold in the conventional stores.
Theme 5: “Factors influencing online shopping behaviour of consumers”
As put forward by Dai,, Forsythe and Kwon (2014), the mysteries of decisions of
online purchasers are speculative at best because proceeding with the thought process of each
individual consumer is difficult to forecast. Similarly, Wu et al. (2014) also mentioned that
online consumer behaviour is a complicated socio-technical phenomenon and has been the
core areas of scholar for the last ten years. Existing studies show that purchasing behaviour is
also affected by the demographics, channel knowledge as well as shopping orientation;
nonetheless, there are some factors identified by Zhang et al. (2014) that could lead to having
higher transaction rate as well as having a partial view of the shopping behaviour.

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Financial Risk: As put forward by Pappas et al. (2014), financial challenge or risk is
always a significant concern of individual who tend to shop online and according to the
author, financial challenge is the perception that a stipulated amount of money may go
wasted while buying a product work appropriately from an online purchase. Some particular
age groups are more concerned about their privacy and security of their bank account. Wu
and Ke (2015) argued that millennial are less likely to be concerned compared to the older
generation who tend to behave more sceptical in making online purchases. Notwithstanding,
in a general sense, the potential to have confidential financial information disclosed from a
transaction online could be a significant concern. It is certain that online shoppers tend to
experience perceived risks for potential loss they could experience while making purchases
online.
Concern of product reliability: According to Chiu et al. (2014), the bonus of
shopping in a conventional shopping brick and mortar outlet is able to have the product in
front of the consumers and such opportunity helps to manage the expectation that a buyer has
when they are buying a product online. According to the author of this article, shoppers
usually skip the option of buying a product online because as they do not have the
opportunity to check and try the product just like a conventional store. However,
advancement of technology has made it possible for the marketers to provide accurate
information along with clear images of the items.
Theme 6: “Purchase Intention and Consumer Behaviour”
Erkan and Evans (2016) mentioned that intentions are perceived to be an indicator to
the extent where people wish to behave in a particular way. The degree determines the
attempts that individuals make to perform a certain behaviour. On the other side, Teng and
Wang (2015) mentioned that e-commerce vendors find the challenge when customers have
limited intentions to make purchase, which means they are not particularly interested. Anaza

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(2014) performed a study and implemented “ Theory of Planned Behaviour” on the
consumers living in Thailand and discovered that perceived behavioural control, subjective
norms and attitude of people surrounding them could affect the purchase intention of
consumers. As purchase intention can be influenced by such factors, which even influences
their behaviour toward online shopping, this eventually lead to actual action of buying items.
As put forward by Daliri, Rezaei and Ismail (2014), buying intention as an element of buying
behaviour need to be explored. Although, purchase intention is usually determined as
noticeable predictor of actual behaviour to purchase items, it is worth mentioning that
purchase intention can be transformed into purchase action. As mentioned by Jiradilok et al.
(2014), e-commerce merchandise should have a proper understanding about the purchase
behaviour of the customers to build an effective and long-term business relationship. Daliri,
Rezaei and Ismail (2014) proposed that purchase intention may create a positive impact on
actual purchasing action online; thereby, suggested to further examine relationship.
Theme 7: “Technology Acceptance Model”:
A study performed by Marangunić and Granić (2015), “Technology Acceptance Model” is
usually applied to evaluate people’s computer knowledge or acceptance derived from the
“Theory of Reason Action (TRA)”. This is usually measured by the attitude and intention but
perceived relevancy plays a great role in measuring the impact of attitude and intention. The
result demonstrates that the intention to use can be influenced by the perceived usefulness but
the perceived use of ease does not have much impact on the intention to use. Ashraf,
Thongpapanl and Auh (2014) critically mentioned that according to the assumption of this
model, impact of external variables like the past behaviour on intention and behaviour should
be mediated by TRA. Nonetheless, this study demonstrated that there is a residual impact of
past behaviour on target behaviour. In this context, Abdullah and Ward (2016) effect of
perceived usefulness can be facilitated and there is a state of ease in the intention to use. Ke

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(2015) argued that TAM model is not appropriate to explain consumer behaviour as
perceived usefulness as well as perceived ease of use may not properly investigate user
behaviour. A study performed by Bhatiasevi and Yoopetch (2015) recommend that future
research should examine as well as develop new models that should pay attention to strength
of TAM and lessen the flaws.
Theme 8: “Domain specific innovation”
Luo and Toubia (2015) performed a study on e-commerce evolution and found that
Domain Specific Innovativeness is a degree to which an individual comparatively adopts
innovation compared to other fellows of his/her system. According to the author of this study,
generally, people love continuousness in their regular routine and inclusive of the shopping
routine. Hasanov and Khalid (2015) commented that online shopping practice suggest
customers an extensive range and specific goods; likewise, it also enable the consumers get
rid of their usual shopping habits and experience the innovation. Due to the innovation in
technology, options for adopting such trends are optimally available to the shoppers. Even
though, there is a significant number of studies assessing DSI, yet there is no consensus about
the impact of the constructs on its possible consequents both in a positively and negatively as
well as sometimes neutrally but it is worth stating that tendency to embrace new products
does not depend on individual perceptions. On the other hand, Akar and Nasir (2015)
mentioned that customers still prefer to shop conventionally rather they do not consider e-
shopping as an ease. A study performed by Lin and Lekhawipat (2014) mentions the fact that
innovativeness of e-shopping remains as the function of approach towards the online channel.
It has further been identified that acceptance of ecommerce is the representation of
customers’ innovative attribute; Lian and Yen (2014) mentions that flexibility in adopting
technology is the function of individual’ approach toward it. Author of this study has also

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mentioned that it is estimated that a person domain specific innovativeness carries the
tendency to do e-shopping.
Theme 9: “Shopping orientations”
According to Clemes, Gan and Zhang (2014), shopping orientation are linked to the
general tendency towards the shopping acts and such tendency could exhibit in varied
methods such as alternative judgement and the selection of product. Orientation of shopping
are a particular part of living style as well as relative with the action of shopping. As there is
a development in online shopping orientation, customers’ online shopping conduct could be
unique with respect to shopping operations and hence, customers’ online shopping activities
might appear unique in respect to shopping orientation they possess (Chen et al. 2015).
Existing studies have demonstrated that demographics play a great role in shopping
behaviour and this has been somewhat certain in the field of online shopping. It can be
mentioned that studies that have examined the relationship between demographics and
internet shopping have found Internet shoppers are conventionally affluent. Nonetheless, it is
worth stating that some of these relationship are neither conclusive nor estimated to endure
over time. There is a growing competition in the market due to the presence of several
retailers or the outlets and thereby, the web retailers should recognize the shopping
orientations of the clients to cascade online shopping intentions of the consumers. Many
studies in the same context validated that there is a positive influence of shopping orientation
on customer online buying intentions but the findings of the studies suggest that adequate
emphasis should be given to the type of shopping orientation, brand orientation as well as
impulse purchase orientation along with perceived benefits.
Theme 10: “Impulse purchase orientation”
A study performed by Hsu, Chang and Chuang (2015), impulse purchase is unplanned
as well as the result of any particular stimulus and author mentions that impulse purchase

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occurs when consumers tend to exercise an instant wish to buy anything instantly. Despite
lacking supplementary review, the person takes decisions and apply actions on the basis of
the urge. Another study has determined that consumers do not consider impulsive purchasing
decisions as bad, instead, customers retroactively express an evaluation of their attitude. Chen
and Hung (2015) arguably stated that impulse buying attitude appears as a realistic
spontaneous conduct while associated to impartial assessment as well as emotive inclinations
to buy products. However, in response to this statement of the author, Kalla (2016)
mentioned that impulsiveness is a psychological characteristic which result in relation to a
stimulation. This means impulse purchase is conventionally generated from buying situations
which control less mental control, higher emotive activation and much reactive behaviour.
2.2 Gap in the existing research papers
It is identified that existing papers have paid much attention to the trends and
practices of online shopping but limited attention has been given to key factors that directly
influence the customers and their purchasing decisions. In addition to this, Theory of Planned
Action (TPA) has been discussed by scholars in the context of purchase intention of shoppers
but as the market has become dynamic, market trends are changing rapidly. Therefore, the
principles of Theory of Planned Action does not remain applicable to all cases. On the other
hand, literature have less findings regarding the technology development of Thailand.
Technology is rapidly developing in Thailand and people are becoming accustomed to
technology but the emergence of online shopping in Thailand has received limited attention
from the scholars.

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CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research Paradigm (Research Philosophy)
As put forward by Taylor, Bogdan and DeVault (2015), research paradigm or philosophy
appears as the belief about the ways in which data about a specific phenomenon should be
arranged. Research philosophies can be divided into three different types namely positivism,
realism and interpretivism. Positivists believe that the reality remains stable and can be
observed from an objective viewpoint with intervening the phenomena which is being
studied. They believe that the phenomena needs to be isolated and that observations could be
repeatable. Conversely, interpretivism perceives the world little different from natural world
and socially structured where organizations remain as the product of dialogue and
negotiation. (Mackey and Gass 2015). Apart from these two core research philosophies,
pragmatism philosophy includes an approach that evaluates theories of beliefs with respect to
the success of their practical application. However, the present study includes positivism
research philosophy.
Justification for selecting positivism research philosophy
Positivism research philosophy has been chosen in the present study because it insists on
numbers as well as statistical modelling to generate outcomes that can be quantified. This
means by using positivism research philosophy, the impact of the factors on online shopping
behaviour can be measured and quantified as it provides statistical modelling and digits. On
the other side, interpretivism research philosophy has not been considered as the research
findings are typically judged against the criteria of meaningful and casual adequacy. Thus, it
would be difficult to present a descriptive findings of factors affecting online shopping
behaviours of the users. Similarly, pragmatism research philosophy has also been rejected as
in pragmatism, research findings are based on researcher’s values and interests.

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3.2 Research Questions
 What are the factors that are impacting Thai’s students purchase behaviour toward
online shopping activities?
 How do Thai students react to the dynamic trends of online shopping?
3.3 Data Collection Method
According to Lewis (2015), data collection is the process of collecting information
from all useful sources to generate answers to the research problems, verify the hypothesis
and review the outcomes. Data collection methods can be divided into two different
categories such as secondary data collection and primary data collection methods.
Secondary data: Secondary data is the data that has already been published in books,
newspapers, online portals, journals and other reliable sources. The availability of secondary
sources is always high. Nonetheless, even though, the availability of secondary data is high,
but it is highly important to select an appropriate set of criteria in the research which plays a
great role in terms of increasing the range of research validity and reliability. In the present
study, secondary data has been collected from books, journal articles, newspaper articles and
the library materials of Northampton University.
Primary data: Primary data is the data that a particular authority gathers particularly
for the purpose of the study and it is particularly collected from the original sources first
hand. The primary data collection method is categorized into two different groups namely
quantitative and qualitative. As stated by Smith (2015), quantitative data collection
techniques are particularly based in mathematical calculation in different formats and the
techniques of qualitative data collection and analysis may include questionnaire with the
close-ended questions, techniques of regression and other related methods. However, in the

23BUSINESS MANAGEMENT RESEARCH IN PRACTICE
present study, quantitative data has been collected by performing a survey among the students
of Northampton University.
3.4 Research Setting and Instruments:
To respond to the research questions, the study uses both secondary and primary data
collection methods. The primary methods include survey among the students of
Northampton University. The survey includes 100 Thai students of the University. For
performing the survey among the students, a close ended questionnaire has been prepared
and sent to the students through their personal email. However, by taking the consent from
the University, personal email address of the students has been collected. For performing the
thematic analysis, journal from the University library have been collected.
3.5 Sampling methods:
Sampling is usually known as a specific principle which is used to choose members of
population to be involved in the research. In other words, because of the large size of target
population, the researchers have no option but to investigate a number of case elements.
According to Flick (2015) target population represents some particular segments within a
larger population that completely remain in place to meet the needs of primary data sources
for the research. Likewise, sampling frame is explained as the list of people within the target
population who take part in the research. In the present study, target population includes the
students of Northampton University and from this specified target population, 100 students
have been selected, which means the sampling frame is 100. There are two different types of
sampling methods namely probability sampling and non- probability but in the present study,
random probability sampling method has been selected all students are eligible to take part in
the study. Non-probability sampling method has been rejected because this method creates a
criteria of selecting people who have much or in-depth knowledge regarding the context.

24BUSINESS MANAGEMENT RESEARCH IN PRACTICE
3.6 Ethical Consideration
In order to avoid the ethical issues, all ethical grounds have been appropriately
followed. Before starting the work on the project, university consent has been taken in an
adequate manner. Particularly, when collecting the primary data, students’ identity has been
accessed under the authority of the University. The researcher ensures that all students have
the right to withdraw their participation at any moment and no student has been forced to take
part in the study.

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CHAPTER 4: ANALYSIS
4.1 Process of analysing the data
The quantitative data that has been collected with the help of a survey are usually the
raw numbers or digits that have been transformed into meaningful data through the
application of rational as well as critical thinking. Thereafter, the data has been represented
with graph and tables. In addition, the primary data has also been analysed as well as
appropriately interpreted by comparing the findings. Moreover, the review of literature
findings performed at the earlier stage of the study should be referred to reflect researcher’s
viewpoints.
4.2 Process of interpreting the data
The conversion of the raw data into meaningful numbers and percentage. This means
that the interpretation of the quantitative data in the study include critical analysis as well as
interpretation of the figures , numbers and attempts to apply the rationale behind the
emergence of the major findings.
4.3 Findings
Quantitative Questionnaire
1. Are you male or female?
Options No. of responses Percentage of the
responses
Total respondents
Male 59 59% 100
Female 39 39% 100
Table 1: Gender of the respondents

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60%
40%
Gender of the respondents
Male
Female
Graph 1: Gender of the respondents
2. How often do you do online shopping?
Options No. of responses Percentage of the
responses
Total respondents
Once in 15 days 21 21% 100
Once in a month 31 31% 100
Once in 3 months 19 19% 100
Rare 9 18% 100
Table 2: Frequency of Online Shopping

27BUSINESS MANAGEMENT RESEARCH IN PRACTICE
Once in 15 days Once in a month Once in 3 months Rare
21%
31%
19% 18%
Frequency of Online Shopping
Series1 Series2 Series3
Graph 2: Frequency of Online Shopping
3. What are the crucial factors which affect your decision making in final election
of the product online?
Options No. of responses Percentage of the
responses
Total respondents
Best Price 25 25% 100
Convenience- fast
shopping and time
shaving
20 20% 100
Product review and
description
9 9% 100
Website
presentation
7 7% 100

28BUSINESS MANAGEMENT RESEARCH IN PRACTICE
Unavailability in
stores
13 13% 100
Referral 10 10% 100
Customer Service 6 6% 100
Trust 10 10% 100
Table 3: Factors affecting decision making in final election of the products
Factors affecting decision making in final election of the
products
Best Price Convenience- fast shopping and time shaving
Product review and description Website presentation
Unavailability in stores Referral
Customer Service
Graph 3: Factors affecting decision making in final election of the products
4. Do you go to retail stores and visit different before making your final purchase
online?
Options No. of responses Percentage of the
responses
Total respondents
Yes 61 61% 100
No 39 39% 100
Table 4: Visit to retail store before making the final purchase decision

29BUSINESS MANAGEMENT RESEARCH IN PRACTICE
Visit to retail store before making the final purchase
decision
Yes No
Graph 4: Visit to retail store before making the final purchase decision
5. Which websites you conventionally use to buy product items?
Options No. of responses Percentage of the
responses
Total respondents
Asos 11 11% 100
Zalando 18 18% 100
EBay 10 10% 100
Zappos.com 13 13% 100
Boohoo 2 2% 100
H&M 15 15% 100
House of Fraser 6 6% 100
Marks and Spencer 14 14% 100
Customer Service 11 11% 100
Table 5: Online shopping medium used for buying items

30BUSINESS MANAGEMENT RESEARCH IN PRACTICE
11%
18%
10%
13%2%
15%
6%
14%
11%
Online shopping medium used for buying
items
Asos
Zalando
EBay
Zappos.com
Boohoo
H&M
House of Fraser
Marks and Spencer
Customer Service
Graph 5: Online shopping medium used for buying items
6. How did you get the idea of buying products online?
Options No. of responses Percentage of the
responses
Total respondents
Referred by friend
or family
36 36% 100
Show online
advertisement
39 39% 100
Regional clothing
store
25 25% 100
Table 6: Idea of products buying products online

31BUSINESS MANAGEMENT RESEARCH IN PRACTICE
36%
39%
25%
Idea of products buying products online
Referred by friend or family
Show online advertisement
Regional clothing store
Graph 6: Idea of products buying products online
7. What are the major barriers which keep you away from doing online shopping?
Options No. of responses Percentage of the
responses
Total respondents
Safety of Payment 30 30% 100
High Shipping Cost 13 13% 100
Warranty and
Claims
0 0% 100
Low trust level of
online store
4 4% 100
Refund Policy 14 14% 100
Deliveries 11 11% 100
Customer Service 15 15% 100
Trust 14 14% 100
Table 7: Barriers keep customers away from doing online shopping

32BUSINESS MANAGEMENT RESEARCH IN PRACTICE
Barriers keep customers away from doing online
shopping
Safety of Payment High Shipping Cost Warranty and Claims
Low trust level of online store Refund Policy Deliveries
Customer Service Trust
Graph 7: Barriers keep customers away from doing online shopping
8. What changes would persuade you to do online shopping?
Options No. of responses Percentage of the
responses
Total respondents
24 Hours Delivery 14 14% 100
Risk Free Payment
method
36 39% 100
Try and buy
method
29 29% 100
Fast-track
customer service
21 21% 100
Table 8: Alternatives that persuade the shoppers to purchase online

33BUSINESS MANAGEMENT RESEARCH IN PRACTICE
24 Hours Delivery Risk Free Payment
method Try and buy method Fast-track customer
service
14%
39%
29%
21%
Alternatives that persuade the shoppers to
purchase online
Graph 8: Alternatives that persuade the shoppers to purchase online
9. How far do you agree that online items are reliable like the conventional
shopping?
Options No. of responses Percentage of the
responses
Total respondents
Strongly Agree 36 36% 100
Strongly Disagree 28 28% 100
Agree 27 27% 100
Disagree 19 19% 100
Table 9: Reliability of products online

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Strongly Agree Strongly Disagree Agree Disagree
0%
5%
10%
15%
20%
25%
30%
35%
40%
Reliability of products online
Series1 Series2 Series3
Graph 9: Reliability of products online

35BUSINESS MANAGEMENT RESEARCH IN PRACTICE
CHAPTER 5: DISCUSSION AND EVALUATION
The above presented findings indicate that trends of online shopping has gained an
enormous popularity in the recent time in Thailand. According to the responses provided by
the Thai students, people are much accustomed to online shopping with the exception of
some influential factors such as safety of payment, inconvenience in delivery and lack of
reliability of products. Some shoppers have a strong faith on online products while some
shoppers due to lack of privacy and security of their personal information, hesitate to buy
products online. One significant fact derived from the findings is that frequency of buying
products online is not much high as the percentage of buying products online in every 15
days is only 21%. This figure implies that shoppers are yet to get rid of security and privacy
risk in online shopping. On the other side, another concern is that price; when it comes to
online shopping, people always look for a best price available in the e-commerce channel.
Availability of price options is linked to factor of perceived price found in the literature
review. This means before making a purchase decision online, shoppers tend to look for an
alternative price options of the brands. Therefore, online selling channels provide several
alternative price options.
Due to advancement of technology, shoppers have many options of e-commerce
platforms; thereby, when a customer needs an item, he/she can come across many channels,
which is one of the reasons for the sustainability of online shopping trend. However, existing
studies talk about reliability of products purchased online but primary findings indicate that
shoppers presently in Thailand have probably got rid of the feeling reliability, factors that
influence the decision making in e-commerce do not include the concern of reliability of
products. In general, it is a concern that shoppers are wary of the reliability and quality of the
items as they cannot touch and try the item like they do in a conventional shopping outlet.
Nonetheless, due to increasing availability of online shopping channels worldwide, customers

36BUSINESS MANAGEMENT RESEARCH IN PRACTICE
tend to develop a sense of trust on the channels and end up making a purchase decision.
Moreover, as found in the primary findings, many of the shoppers get influenced by friend
referral or family and some shoppers tend to get influenced by online advertisements. This
means even though there is a state of concern regarding the reliability of products but
increasing number of e-commerce channels, referrals from friends and online advertisements
play a big role in influencing the shoppers. Notwithstanding, existing studies did not pay
required attention to such factors. Therefore, it is clear that there is a discrepancy between the
existing papers and the primary findings.
Likewise, the findings of the literature talk about the impulse purchase intention
which is unplanned and the result of any particular stimulus. Such impulse purchase occurs
when the consumers prefer to exercise an intention to purchase anything on an instant basis.
Moreover, according to the existing papers, consumers do not tend to consider impulsive
purchase decision as bad, rather they express an evaluation of their attitude. Nonetheless, the
primary data findings do not have much to say about the impulsive purchase intention,
individuals rather make the purchase decisions learnt from their friends and some are more
influenced by online advertisements. In the literature review, it was found that the major
barriers negatively influencing the shoppers may include safety of payment and safety of the
information they share with the ecommerce vendors while, the primary data findings insist
more on the low trust level of online store, inappropriate refund policy, customer service and
high shipping cost. However, in a general sense, it is worth stating that high shipping cost,
refund and try and buy options are recently evolved by the marketers in the e-commerce
platforms. Therefore, as all these are emerging trends which are not found in existing papers
but appearing as crucial factors that create enormous impact on the buyers. The graph 7
indicates some other factors such as deliveries; almost 11% of the shoppers are worried about

37BUSINESS MANAGEMENT RESEARCH IN PRACTICE
the deliveries of the products in which shoppers have significant doubt whether their
purchased items are supposed to be delivered or not.
Barriers keep customers away from doing online
shopping
Safety of Payment High Shipping Cost Warranty and Claims
Low trust level of online store Refund Policy Deliveries
Customer Service Trust
Another significant concern, which is not found in the existing papers is, customer
service. In conventional shopping, customers have the choice of communicating with the
customer executives face to face, while in online shopping customers do not have this option
particularly. Thereby, a stipulated percentage of shoppers in the survey are wary of the after
sale services, as they are supposed to interact through chat and emails, which is not
convenient according to their perspectives.
Nonetheless, besides the delivery of the products, a crucial factor is that trust. This
means when a customer is buying a product offline, he/she can touch and try the product and
then finally make the purchase decision aligning the consideration of other related factors but
in e-commerce channels, customers certainly do not have this alternative. The customers can
see and touch the products when it is at their doorstep; which means at the final stage of the
purchase, customers can ultimately see the products. Nonetheless, trust on an e-commerce
vendor is volatile unless the final stage of the purchase action is convenient. The previous

38BUSINESS MANAGEMENT RESEARCH IN PRACTICE
studies should have emphasised on these emerging concern as the future challenge of an
existing timeline.
The graph 8 indicates that online shopping trends or online product purchasing practices can
be enhanced or modernized to minimize the impact of the challenges if the e-commerce
vendors pay attention to 24 hours delivery facility, risk free payment method, try and buy
methods. A study performed by Akar and Nasir (2015) reveals the fact that due to the
increasing presence and popularity of online shopping across Thailand, people gain a state of
confidence about the products and services available online. However, according to the
author of this study, sustainability of such practice may increase if customers’ needs are
fulfilled. For example, the graph 8 indicates that almost 14% of the respondents have
mentioned that they might go with the trend of online sopping if they are provided with a 24
hours delivery facility, while 36% of the respondents have mentioned that as the monetary
transactions are done online, payment method needs to be more secure or risk free. Luo and
Toubia (2015) commented that in the recent timeline, some e-commerce vendors such as
Amazon have developed a “try and buy” option, which means at the final stage of the
purchase action, the consumer can try the product before buying it. This option is quite
similar to the practice observed in conventional outlet shopping.

39BUSINESS MANAGEMENT RESEARCH IN PRACTICE
24 Hours Delivery Risk Free Payment
method Try and buy method Fast-track customer
service
14%
39%
29%
21%
Alternatives that persuade the shoppers to
purchase online
The above graph indicates that almost customer service plays a great role in
persuading customers to buy products online. This is quite similar to the principle of Theory
of Planned behaviour where individuals have a prior perspective about a particular action and
that action needs to be implemented according to the perspective they have. For example, in
traditional shopping practice, customer services are convenient as they can directly interact
with customer executives by visiting the mall but in online shopping customers have to wait
or hold on, for the machinery call and emails. Moreover, questions and answers through
emails are time consuming. Therefore, the customers often get disturbed or feel annoying
when they are to deal with such automatic or machinery calls for getting their queries
resolved. Due to such stated concerns, almost 11% of the customers demand a fast track
customer services.
It is worth stating that there is a significant gap between the findings of existing
papers and the primary data findings. Existing papers have only insisted on innovation in
online shopping, payment concerns, reliability of services but demands of customers are not
properly analysed in the existing papers. It is a common fact that when sustainability of a

40BUSINESS MANAGEMENT RESEARCH IN PRACTICE
service increases and demands of service or products increase simultaneously. Thus, on the
basis of this fact that it can be mentioned that marketers or the ecommerce vendors need to
pay adequate attention to customer demands. According to Wu and Ke (2015), business must
have to consider what could be convenient for the customers or how easily customers can
receive the product without any delay or trouble.
In addition, graph 3 indicates that there are some significant factors such which have a
large impact on the decision making in the final election of the product online; for example,
the factors like price alternatives, product review and description and website presentation of
the product can influence the decision making. It is certain that lack of information about the
product in the website can negatively affect the buying intention of the products.
Factors affecting decision making in final election of the
products
Best Price Convenience- fast shopping and time shaving
Product review and description Website presentation
Unavailability in stores Referral
Customer Service
The above graph implies that convenience- fast shopping and time shaving practice is a
concern that customers often want that to be fulfilled. So, consumers who prefer to buy
products online want it to be more convenient compared to the practice of traditional
shopping. In response to such demands, the marketers should modernize or standardize the
quality of services provided online.

41BUSINESS MANAGEMENT RESEARCH IN PRACTICE

42BUSINESS MANAGEMENT RESEARCH IN PRACTICE
CHAPTER 6: CONCLUSION AND RECOMMENDATION
6.1 Conclusion
In conclusion, it is worth mentioning that online shopping trends are evolving in a
rapid pace with different emerging trends. As technology is developing rapidly, online
shopping could gain more popularity in the coming days. However, the e-commerce vendors
need to think of the innovation and development in terms of the shopping related activities.
According to the findings, certain factors such as payment method in e-commerce channels,
convenient deliveries of items are still a significant concern. Thus, organizations or the
marketers need to enhance the quality of online purchase practices by increasing more
conveniences to the services. Particularly, due to the loophole in technology, anonymous
users are still able access the account of customers.
Therefore, payment mode in online purchasing should be developed. In addition, the
factors like trust and convenience in customer service needs to be in place, which means that
the service provided to the customers need to be transparent; eventually, customers should
receive what they see in the websites. To gain customers’ loyalty and build effective
customer relationship, the quality of service and products should not be compromised. To
enhance the quality of services, marketers running businesses in ecommerce platforms should
collect customers’ feedback and ideas. This process might help e-commerce vendors to
design the services as per the market needs and influence the customers to grow their habit of
buying products online.
However, as the study includes multiple chapters, each chapter helps to derive a particular
idea regarding how online shopping trends appear in and how it has started influencing
people. For example, the introductory chapter helps to understand the significance of
performing a research on the chosen context. It is learnt that online shopping in the recent

43BUSINESS MANAGEMENT RESEARCH IN PRACTICE
time has gained a tremendous popularity due to the technological advancement and it
strongly influences the buyers who would shop in the conventional stores. With its growing
presence, the number of shoppers in e-commerce platforms is rapidly increasing which
creates an urge to know how and why customers are shifting towards the online shopping and
why some are rejecting the option of online shopping despite the growing popularity of
shopping practice. The chapter also helps to learn that growing risk of online shopping such
as privacy of consumers and increasing number of ecommerce vendors, online shopping
activities have largely been affected. On this basis of such fact, research objectives have been
formed that revolve around the purchase behaviour of the shoppers online towards online
shopping.
6.2 Research Limitations
The present study is limited to primary analysis, which includes quantitative data analysis
only. However, the study lacks a qualitative data analysis, which would have increased the
relevancy of the outcome to a greater scale. In addition, the population chosen for the
quantitative data analysis are Thai students only but e-commerce is a vast platform which
involves people across the world. Therefore, surveying the Thai students may not provide
adequate result regarding the factors that influence the purchasing behaviour.
6.3 Recommendation
The host organization- University of Northampton needs to focus on the outcome
found in the study, which means when undertaking a project on online shopping and the
impact of the factors associated with this should be measured and based on which learning
program needs to developed. For example, the outcome indicates that online shopping gain
popularity as it has been developing facilities and functions for the convenience of the
customers. So, the according to the data findings, customers tend to look for the best price
when it comes to buying a product. This means that organization needs to associate some

44BUSINESS MANAGEMENT RESEARCH IN PRACTICE
unique services with the business that are convenient and reliable. The service might include
24 hours delivery facility for certain product items, “Try and buy” facility at zero monetary
cost and order confirmation call for each purchase. These services can positively influence
the customers.
6.4 Strategy for implementing the recommendation
24 hours delivery: The organization needs to smoothen its supply chain network by
creating special terms of delivery under which the authority of supply and delivery should
provide and delivery the item within 24 hours. However, this service is applicable for certain
products only. This means that entire supply chain network is not supposed to work under
such policy. The terms should initially be developed for a certain products. When customers
experience the commitment of delivery for their purchase, service gains popularity.
Try and Buy: This is one of the innovative service in e-commerce channel; just like
the conventional shopping practices, consumers can order the product and try them at the
doorstep and then make their final purchase decision. However, this service should also be
applicable for certain products above certain amount of purchase.
Order confirmation call: This service will help the consumers to be assured that the
products they order are sure to come. However, when processing this service, the customer
executive department should call the consumer to confirm the order and the call should be
manual instead of auto-generated because auto-generated calls do not win customers’ trust.

45BUSINESS MANAGEMENT RESEARCH IN PRACTICE
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