| With the development of economy,information technology and e-commerce,compared to the traditional way we shopped,online shopping is a way of using the network platform to do business.Many enterprises and netizens pay more and more attention on online shopping,and there are two main reasons.One is that online shopping cost is relatively low compared with traditional shopping,and we can shop through a network platform whenever and wherever possible.So,netizens begin to pay attention to online shopping.Another reason is that online shopping is new and fashionable.With the increasing number of netizens,the group of netizens is becoming younger,and this way of shopping is becoming popular and popular.According to the data from ECRC,the total volume of e-commerce market in Thailand reached 2520 billion Thai Baht(about 75.6 billion dollars)in 2016,an increase of 14.3% over the same period last year.The executive director of ETDA said that the total retail sales of Thailand online retail sales accounts for about 1% of the total in 2017,while Asia Pacific online retail sales accounted for 12.4%,the global average of 8.6%.In contrast,the retail market in Thailand has a great potential for development.Thailand is one of the most developed countries in Southeast Asia.Along with the “Thailand 4.0” digital development continuously promoting the improvement of Thailand digital environment,its business environment is also improving.The electricity market is expanding.It has also become the first choice of overseas investment of China,such as Alibaba and JD.As a representative of young people,college students can best follow the trend of online shopping,and gradually become the target customers of more and more network businesses.Therefore,exploring the behavior of online shopping of college students in Thailand not only enriches the theory of online consumption,but also provides a reference for Chinese enterprises to enter the Thailand electricity supplier market,which has strong practical significance.To research Thailand college students' online shopping behavior,we must first understand the related theories.This paper makes a literature review,including the introduction of the related theory of behavior,the use of the model,the choice of factors,and finally selects Technology Acceptance Model;In terms of influencing factors of college students' online shopping,this paper takes Thailand college students as the research object.On the one hand,reading a lot of documents,referring to the research achievements of scholars at home and abroad.On the other hand,finding out the factors that influence the online shopping of Thailand college students through the local interview.Finally,we choose the variables such as network quality,trust,perceived risk,network interaction and other variables,and establish the influence path between the variables,put forward the hypothesis.Under the support of the school,I practiced and lived in Thailand for three months.Through investigating the online shopping behavior of Thailand college students by questionnaire,we obtained a large number of first-hand data.Finally,the SPSS20.0 and AMOS22.0 software were used to analyze the 201 valid questionnaires,and a series of conclusions were obtained.It is found that network quality is positively correlated with perceived ease of use and perceived usefulness of Thailand college students.The path coefficient of website quality to perceived ease of use is 0.77.The effect of perceived ease of use on perceived usefulness is positive,and its path coefficient is 0.38.The path coefficient of perceived usefulness to online shopping intention is 0.45,which fully validates the status of core variables in Davis model.Convenience,perceived price and network interaction all play a positive role in online shopping intention.The path coefficient of convenience to online shopping intention is 0.26,the path coefficient of perceived price to online shopping intention is 0.18,and the path coefficient of network interaction to online shopping intention is 0.20.The perceived risk negatively affects online shopping intention,and the path coefficient between perceived risk and online shopping intention is-0.21.Trust has a positive impact on online shopping intention,and the path coefficient between trust and buying intention is 0.4.Buying intention positively affects actual behavior,and the path coefficient between buying intention and actual behavior is 0.88.Finally,according to the analysis results from the data found in Thailand,the relevant countermeasures and suggestions for Chinese enterprises to enter the ecommerce market in Thailand are put forward. |
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