I would like to thank all participants in my survey, who willingly shared their precious time during the interview process. A special thanks to my parent and my sister who gave me their kind support and helped me to check grammar and content of paper. At the end, I also want to thank all teachers and friends in CMMU, who give me a wonderful experience in my Master's degree for friendship and good support. The number of internet users has increased in Thailand today which has received attention through study and buyers have realized the benefits of online shopping over traditional shopping.
This research aims to investigate the factor that affects customer satisfaction when purchasing clothes online. This study uses a qualitative method to find out which influencing factors have an effect on customer satisfaction when purchasing online, which leads to online purchase intentions for all online shoppers. The online shopping plays a big role for both company and customer and also has not been the same as it was earlier in terms of convenience that can show their goods and services online available in the global market.
The difference between shopping online and going to the store is that the customer does not have to go from one store to another to get the items of your choice, but can make his choices based on what he sees on the Internet. Additionally, online shopping can reduce travel costs as you don't have to go out to buy a particular product. This statistic shows that many companies are starting to focus on e-marketing, creating their own website and Facebook page to build more brand awareness and using online marketing strategy to attract more customers, as Thai users become more and more familiar with online shopping [2]. .
Payment Processing
Products and Catalog
Enhance Your Store
Accomplish
LITERATURE REVIEW
- E-Commerce
- Traditional Shopping VS Online Shopping
- Convenience
- Customer Satisfaction
- Factors That Impact Customer Satisfaction on Online Purchasing
The marketer analyzes all these influencing factors to execute his marketing strategy in traditional shopping to generate profits and increase brand awareness in terms of product quality, service quality, customer experience, store environment, place or distribution and so on. Online shopping is quite different from traditional shopping in terms of characteristics. There is a clear summary of research on the attractive feature of inter-shopping compared to traditional shopping, which includes the payment method and makes it easy to compare the product in terms of information and features, convenience, time and money savings and the possibility to be open 24 hours a day. They don't have to go directly to those stores to find the products they want to buy, they just search by browsing websites.
It can help make the buying process more private because they don't have to deal with sellers. Moreover, consumers can make the right decision when shopping online by looking for more information about products, companies and competitors through their website. Customers continue to shop in person or online for one reason: convenience, not price.
On the other hand, in terms of marketing, the concept of convenience refers to convenience goods. This means that they do not think too much that relates to low risk and low involvement in purchases. They also use social media to shop for the best deals and expect more shipping options from e-trailers [7]. So now consumers can shop anywhere via 3G or Wifi, anytime they want to look for online retailers shopping as the customer experience.
Customer satisfaction is very important for people who do business online because customer satisfaction arises when products and services meet the expectations of the consumers provided by the specific website. It can generally increase customer loyalty and repeat purchases, which will increase the profitability of that particular e-commerce business. Consumer satisfaction and purchasing decisions when shopping online depend on a few more things. It is important for an e-commerce company to be able to measure customer satisfaction so that the right product can be offered to the right people.
However, customer likes to shop at other sites unless the sellers provide them with good customer service and on-time delivery. The factors that motivate young people to buy clothes online are attitude, demographics, characteristic and purchase decision.
RESEARCH METHODOLOGY
- Overview
- Methodology
- Sampling Frame, Qualification, and Size
- The Question of Interview
Attitude, expectation of the result of behavior - measured by the purchase price, the reliability of the service and the friendliness of the service to the user. Consumer Risk - Measure how they think about risk when buying clothes online. This part of the question will collect the respondent's demographic information such as gender, age, occupation, income, education and hobbies.
This part of the question asks about the customer's attitude towards online shopping to gather insider knowledge. What do you think are the main differences between buying clothes in an online store and a physical store? What are your reasons for choosing online shopping instead of physically in the store when purchasing clothing products?
RESEARCH FINDING AND DISCUSSION
Demographic Data
Total Sample: 16
General Information
Because of the numerous advantages and benefits, the respondents nowadays prefer online shopping over conventional shopping.
Data Analysis
- Convenience - measure on transaction, time utilization, and accessibility
- Attitude, expectation of behavior outcome - measure on purchase price, service reliability, and user-friendliness of service
Online shopping is different from traditional shopping, the main difference between online shopping is its convenience and it has been found that it is the main motive for consumers to shop electronically (Jarvenpaa and Todd, 1997). In their survey of 220 consumers, Jarvenpaa and Todd (1997) found that convenience was the most important benefit of online shopping. Similarly, Burke (1998) conducted six focus groups in different regions of the United States and found that convenience was the most commonly cited reason for consumers to shop online.
Online shopping eliminated drive time and check-out time, and allowed shoppers access to distant stores. Price can be defined as the consumer's perceptual representation or subjective perception of the objective price of the product (Jacoby & Olson, 1977). The main difference between online and offline shopping is the ability of shoppers to obtain more information due to reduced search costs.
Most of the respondents are worried about the reliability of the service when they buy clothes online because we will not know who owns this store and also we cannot pay with cash. The buyer is not only interested in the payment method, the delivery process is also the main motive when shopping online. User friendliness can affect the profitability of a website, such as visitor retention, visitor return rate, customer satisfaction.
It means designing a website to effectively and efficiently satisfy the visitors for whom the website was designed, which is one of the reasons why it is important to know who the target visitors of the website actually are [13]. One respondent feels that online shopping is reasonable shipping with ideally free free returns and nice service interface. However, there is some risk associated with online shopping, so you should focus on what you are buying and how you are paying for your purchases, such as following the delivery process to ensure that the product will be sent to you and verifying the trustworthiness of that seller before you make it. business, payment via unsecured websites, fake websites and e-mails, receiving goods or services that do not correspond to the description of the advertiser, etc.
So risk association is the only factor our respondents are concerned about when buying clothes online, because you lose money for free or receive clothes that are not the same as the seller promises. The shopper's behavior, that is, the intention to act in the online purchasing process, is the intermediary between attitude and behavioral loyalty to purchase a brand for the first time or a commitment to return to a current brand buy (Zhu and Meyers.
LIMITATIONS& CONCLUSION
Conclusion
In contrast, some respondents were more concerned about the service and reliability of the retailer, that they should receive the garment on time with good. Attitudes toward a behavior can be measured by beliefs about the outcomes of the behavior and evaluations of those outcomes. Subjective norm can be measured by beliefs about other people's normative expectations and motivation to meet those expectations.
Finally, perceived behavioral control can be measured from beliefs about the available factors that can support or inhibit performance of a behavior, and the perception of the strength of these factors. Although, e-commerce has increased a great advantage to open more opportunities for many people, such as saving time, reducing cost of shopping, privacy, and so on. For example, you will be a shopaholic, since it is very easy to search and just a few clicks to buy from online, many people end up being an online shopaholic.
This means that they log into the website every day and search for any items they want and buy too many things they don't actually need. So it is not true when online shopping addicts think they are saving money because the cost is very low when compared to buying from a traditional store. Moreover, sometimes it is better to buy from the real store because we don't know about the actual quality of the product when buying clothes online. In addition, they can try cloth at that store to see if it fits well before they decide to buy and they can also touch the texture of those products.
![Figure 5.1 The factors influencing internet shopping, a conceptual framework from the theory of planned behavior is used (Ajzen 1991) [16]](https://thumb-ap.123doks.com/thumbv2/filepdfco/10230674.0/29.892.159.790.281.900/figure-factors-influencing-internet-shopping-conceptual-framework-behavior.webp)
Limitation
Future Research
David Moth, “Free Shipping and Delivery Timing Are Key to Customer Satisfaction,” June 6, 2012, from https://econsultancy.com/blog/10052-free-shipping-and-delivery-timing-are-key-for-customer satisfaction#i .1gkuw84etifgsr Alba, Joseph, Lynch, John, Wietz, Barton, Janiszewski, Chris, Lutz, Richard,. Tony Simpson, Website Audit Expert, “How user-friendly is your website?”, from http://www.websiteauditexperts.com/how-user-friendly-website.php Zhu, R., & Meyers, L.
APPENDICES
APPENDIX A: In-Depth Interview
APPENDIX B: Personal Information
![Table 2.2 Dimensions of convenience [8]](https://thumb-ap.123doks.com/thumbv2/filepdfco/10230674.0/14.892.152.800.433.1130/table-2-2-dimensions-of-convenience-8.webp)
