Factors Affecting Online Shopping of Thai Students at University of Northampton

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.