FACTORS INFLUENCING THAI AND CHINESE CONSUMERS' ONLINE SHOPPING INTENTIONS

The research investigates the factors influencing online shopping intentions among Thai and Chinese consumers, utilizing data from 400 participants (200 from each country). Employing Structural Equation Modeling (SEM), the study focuses on understanding how perceived ease of use, perceived risk, and trust impact online purchasing attitudes and intentions. The Technology Acceptance Model (TAM) serves as the theoretical foundation, assessing how these variables correlate with consumers' willingness to shop online. Key findings highlight that Thai consumers show a higher willingness to engage in online shopping than their Chinese counterparts, largely driven by perceived benefits such as convenience, price advantages, and trust in online platforms. The research further examines the role of perceived risk, noting its influence on consumer attitudes, particularly regarding product delivery reliability and trust in vendor platforms. A critical comparison of online shopping habits between the two countries reveals that Thai consumers are more responsive to marketing strategies like promotions and ease of access, while Chinese consumers prioritize trust and risk mitigation. The study concludes by emphasizing the growing role of digital infrastructure in shaping consumer behavior, particularly in the post-COVID era, where e-commerce has become increasingly prominent. The results suggest that improving trust and reducing perceived risks could enhance online shopping participation in both countries. The findings contribute to the broader understanding of consumer behavior in digital markets and offer strategic insights for businesses seeking to expand their e-commerce operations in Southeast Asia. The study highlights the importance of adapting marketing strategies to meet the unique preferences of each consumer group, thereby improving online sales.