LEADER 00000nam  2200325   4500 
001    AAI3247220 
005    20071226140915.5 
008    071226s2006                        eng d 
035    (UMI)AAI3247220 
040    UMI|cUMI 
100 1  Jaturavith, Wida 
245 10 Consumer adoption of the Internet as a shopping medium: 
       The case of Thailand 
300    204 p 
500    Source: Dissertation Abstracts International, Volume: 68-
       01, Section: A, page: 0269 
500    Adviser: Frank R. Jacobson 
502    Thesis (D.B.A.)--Alliant International University, San 
       Diego, 2006 
520    The problem. The purpose of the study was to examine the 
       impact of the diffusion of the Internet as it relates to 
       Thai Internet consumers. This study provides a better 
       understanding of consumer adoption of the Internet as a 
       shopping medium for purchasing consumer products and 
       services through the process of consumer acceptance of a 
       new technology by focusing on extrinsic and intrinsic 
       value perspectives 
520    Method. Primary data were collected via a questionnaire, 
       using a personal approach. The study surveyed 300 Thai 
       consumers who resided in the metropolitan area of Bangkok.
       The majority of participants were graduate students and 
       business employees, who were also current Internet users. 
       Pearson correlation coefficient was used to measure the 
       relationships among the key variables, including consumer 
       characteristics, the perceived characteristics of Internet
       shopping, consumers' attitude toward Internet shopping, 
       and consumers' purchase intention, in order to answer the 
       research questions 
520    Results. The research findings revealed that the 
       respondents' Internet experience (duration of Internet 
       usage and frequency of online purchase) had a positive 
       relationship with innovation characteristics (perceived 
       usefulness, perceived ease of use, and perceived 
       enjoyment). There was a positive relationship between 
       Internet experience in the aspects of prior online 
       purchase experience and perceived usefulness and perceived
       enjoyment. In contrast, the respondents' internet 
       experience in the area of frequency of online purchase was
       found to have negative relationship with perceived 
       security risk. The correlated results supported the 
       positive relationship between consumer innovativeness and 
       consumer purchase intent regarding Internet shopping. 
       Overall, innovation characteristics and consumer 
       characteristics had a direct relationship with attitude 
       toward Internet shopping and, in turn, influenced 
       willingness to adopt the Internet as a shopping medium 
520    The study also produced some original findings. 
       Respondents who had purchased products or services online 
       were less likely to believe that Internet shopping is 
       useful. Some respondents with frequent Internet purchasing
       perceived the Internet as a complicated medium for 
590    School code: 1389 
590    DDC 
650  4 Business Administration, Marketing 
690    0338 
710 20 Alliant International University, San Diego 
773 0  |tDissertation Abstracts International|g68-01A 
856 40 |uhttp://pqdd.sinica.edu.tw/twdaoapp/servlet/