The increase in the number of online sales, such as shopping website and online auction is due\r\nto the explosion of the World Wide Web in the last decades. In very short time, the Web has\r\nchanged the way of people communicate each other, search for, store, send information and\r\nmaterials, buy our groceries and books, and even monitor our finance and build personal\r\nrelationship. The public auctions, as one of the results of those changes, on the internet are\r\ncharacterized by a successful implementation that requires a high volume of buyers and sellers\r\nat its website. As the number of participants involved in this selling and buying media is\r\nincreasing, it is important to understand the influencing factors of online consumers� intention\r\nto purchase, especially to determine the level of this media attractiveness towards the\r\npurchasing of good and products with on online auction and shopping website. This study\r\nexamined the influencing factors of online consumers� intention, i.e. online information system\r\nquality, online auction price, and online service quality toward online auction and shopping\r\nwebsite in Thailand. The data was collected from 397 online consumers of Sanook.com. This\r\nstudy used Pearson�s correlation coefficient analysis and multivariate regressions to test the\r\nhypotheses. The results reveal that online information system quality, online auction price, and\r\nonline service quality have a significant and positive relationship with online consumers�\r\nintention to purchase. This study also found that the perception of online consumer on online\r\ninformation system quality, auction price, and service quality are almost equally important in\r\ninfluencing their interest to purchase. Moreover, among the three factors, online auction price\r\nis the most significant factor toward online consumers� intention to purchase.
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