Factors affecting Thai consumers' online purchase intention toward organic foods for health benefits and convenience

Abstract

This study aims to explore several factors influencing Thai consumers’ online purchase intentions through different purchasing phases. An expanded research model based on the theory of reasoned action was employed. The research used survey questionnaires to collect data from a sample of 400 online consumers to test the hypotheses and analyse the data. During data processing, the researchers used descriptive statistics to ascertain the sample size’s attributes. Additionally, a structural equation model was employed in this study to identify relationships between variables influencing consumer online purchase intention. The results confirm the relationship between variables and alignment with the hypothesis and theoretical framework.