The second stage is an intermediate level, in this stage consumers have already become familiar with the website and have had some experience with the website. When an error situation occurs, consumers can use the knowledge gained to predict and continue to trust the website in the future. The last evolved phase; the deepest level of trust, in this phase consumers expect that the website will recognize their needs and they no longer need to calculate (predictability and knowledge) the risk of the website.
There are 2 theories that researchers believe influence consumer behavior in adopting internet transactions. The theory of reasoned action (TRA) is consumer behavior that is guided by the consumer's behavioral intention, the behavioral intention in this case means "attitude toward the behavior" (for example; the favorable feeling towards that behavior). So the study shows that trust can be transferred on the web to other web, which means that if the 2 websites have high similarity and knowledge with one of the websites consumers trust; consumers are also likely to transfer their trust to the new one.
A study by Ajenza (2003) also suggests that consumers paying for goods online would expect and be concerned. the security of the website and the goodwill of the company to the consumers are also crucial in one of the factors. The study shows that trust will also increase if consumers are able to customize their products. 2004) proposed a research model and hypotheses about the number of factors that influence trust in a company both in terms of the website and the company itself. 2001) proposed the idea that the success of a customized product requires communication between two parties, in this case the company and the consumers.
So the researchers suggested making the website easy and user-friendly for consumers as much as possible to reduce the bias that consumers might have towards the website and the company.
RESEARCH METHODOLOGY
By selecting the sentences that are extracted from the recording while interviewing the samples and decode it into the factors related to the case, which is the personalized cookie in the intention of consumers to buy online. To see which theories are associated with the attributes the researcher expects to be associated with the research prior to conducting the interview. Next, the researcher will examine each factor and use the relationship between the factors to determine the factors that influence online food purchasing behavior.
And with the help of all the factors that the researcher collects, make it into the plan for the right business. It is because of the imperfect recipe of the cookie that the research considers it essential for the business and the website for the real business is still untouched. But the researchers will add the recommendations in the later part using all the information related to both in depth interview and literature review's part.
RESEARCH FINDINGS
We would never know that the product we received has been in stock for how long and the actual product itself is still in perfect condition or not. And if I had to buy groceries, I want to be able to choose the product myself. What do you think the website should have and do in order to make consumers trust them and buy the product from their website.
We would never know how long the product we received has been in stock and the actual product itself is still in perfect condition or not." And whenever I buy the product online, I always ask questions about the product and the service that the store provides. It is convenience but it takes time to deliver to me, I always ask questions about the product and the service that the store offers.
And it requires trust because you have to pay the money before receiving the product. It's fun, it makes my life easier. I don't have to go looking for it myself. But I could try the product beforehand, it might look nice in the photo, but it might not look good on me. And it has to wait and eventually you have to go out and transfer the money to the store. And it requires trust because you have to pay the money before receiving the product.
No, because I'm not sure if the product I receive will go bad before it gets to me or not, I would click to find the store information offline and go to the actual store. Convenience, but want to try the product before buying and don't like the time waiting for the product. I would look at the reputation first, but if they don't have one, I would look for previous reviews of the store, what do they think of the product.
I love the online store that has offline location because I could contact the store because the product is not what I want. The information about the product offered by the store is also a must, even the information about the history of the store will help design to buy or not. Building trust in the store using reputation; a clear information about the product and the store;.
The respondents also believe that the usability of the website should be easy and clear information should be provided to make a final decision about purchasing the product online. But it also answers the theory of reasoned action (TRA), such as the reason the product looks cute and shows the positive feeling of the consumer could be the feature that makes them buy this case product .
RECOMMENDATIONS & CONCLUSION
The information about the product on the website should be presented in as much detail as possible, to increase the chance of a potential customer decision, because people will trust the website after they already have sufficient knowledge, in this case both the website and the product; Kantowiez et al., (1997). The checkout page or payment must be very easy to gain the trust of the potential customer; Doney, P.M. The website must mention the security protocol for the visitors and customers about the privacy of their required information and usage; regarding the hypothesized theory, H1: The greater the consumer's perception of security regarding the handling of his personal information, the greater his trust in a website, Udo (2001) and Doney, P.M.
The website should offer and ask for default customers to review both the website and the product to gain trust from that potential, because people tend to trust information on the computer, online if they can't fix it or find the solution ( in this case "must trust this website"), Kantowiez et al., (1997) and Doney, P.M. In the research, when the respondents are given the meaning of the food messages, it makes them more interested in the product, so the website should provide the information about the food messages, activating more than 1 sense at the same time like smell, sight, taste. will help increase the meaning of the message in that food, H. In the future, if the business were to launch a new product line, the product itself should also be able to be customized due to the expectation of old and new consumers. young consumers for the company's products and services, Doney, P.M.
In the future, if the size of the business remains the same and sales do not grow, the owner should consider partnering with another site to gain more trust, Doney, P.M. When the researcher interviewed the respondents, she still could not perfect the cookie recipe, so the researcher did not bring the actual product to serve as an example for the respondents to decide on. Also, there is no actual site that conducts the experiment with the respondent, so the information gathered from the respondents is what will be helpful in the future when the researcher starts a real business based on this case product.
APPENDICES
This qualitative questionnaire is a part of the thematic research study in the Master's Degree in Marketing Management at the College of Management, Mahidol University to identify food purchasing behavior via the Internet, which will be based on personalized cookies that have a case study of added to food messages. . Custom cookie box are cookies that are ordered by the customer who wants to give this set of cookies, for example the set is for graduates; the customer would send the photo of the graduate and the customer would get the cookie that made them look like the graduates with the kit that fits the theme like the graduation dress, books, pen and many more and all with be make into cookie. The main benefit for this cookie will be a gift for a loved one to celebrate such as birthdays, special days and many other occasions.
If these products are offered on the new website or web page that you have never known before, would you still buy them.
