The Internet has modified people lifestyle; it became aside of people daily life. They use internet to displace their common activities such as E-mail rather than writing notice, MSN chat and Skype rather than using phone, YouTube rather than viewing television. Therefore, many organisations attempted to use Internet as a new way to reach their customers which called 'E-marketing'. E-marketing is a fresh marketing strategy using to attain many consumers at low priced. It could be used to interact with customer 24hrs a day, 7days a week without any additional cost. Consumer can get information about products any times, any places. Corresponding to Seock and Norton (2007), consumer channel options for shopping had been widened because of diffusion of the web: triggering everything that occurs to sales in electric form or what it realized as "online shopping". 84 % of global consumers have experience purchasing over the internet (Nielsen, 2008).
Number of Thais internet utilization rate is increasing each day. There are various internet providers offer broadband internet. Most of Thais are familiar with using internet in playing game, communal network like Facebook, twitter but quantity of online purchasing is very low. Comparing between Western european and Traditional western to Thai, the amount of online purchasing is very different. Online purchasing continues to be very limited for Thais. They are not sure of buying things online. Thai consumers love to see and touch and feel the product before making any purchasing decision. With brand name product, consumers seem to be to have a high participation because it's impossible to allow them to buy without seeing the real product. They also have not a lot of knowledge to buy thing online because they are afraid to share important information online such as their bank-account, there personal data or their bank card number. At exactly the same time, the amount of Thai website that offers online service is very unusual. Therefore you can find opportunity to bring in this service for Thais. This research tries at learning why Thais consumer do not want to buying brand online.
The goal of this research is to learn what Thai consumer notion toward buying brand online is and what factors results their decision making. What Thai consumers characteristic make a brand online shopping.
The area of this research will concentrate mainly on Thai consumers in Thailand.
The research objective will be divided into five main areas:
To investigate Thai consumer buying making decision toward online shopping.
To investigate Thai consumers' experience on shopping online.
To investigate Thai consumers' understanding toward buying brand name online.
To identify the most important factors in the buying decision making on online shopping in Thailand
To investigate Thai consumer demographic feature who make online shopping.
In research strategy, we will try to achieve the goal by using quantitative research through online questionnaire. The result of research can help researcher to be able to attain the objective that has been placed and help us to ascertain Thai consumer behavior and notion toward buying online.
In this part, the researcher wish to separate into two parts: The first part will explain a persona of consumer habit towards high participation such as buying brand name product, what factors effect these to buy online, and consumers' belief toward brand.
The second part will clarify the characteristic of online marketing in Thailand.
"Some products, such as high-performance car appear inherently involving because of their complexness, risk and cost, while others, such as toothpaste appear uninvolving by comparison for their familiarity, low risk and low priced"
Therefore, buying brand name online is like a high-performance car because is too sophisticated (untouchable product) and risky (false product), this can make consumer spend additional time in order to find information before making a decision. In addition, a consumer's level of involvement depends upon their individual hobbies, value of products, needs, which appeal to or motivate them. Involvement is commonly defined as the consumer's personal interest in buying or using an item from a given product field, an approach which very well summarizes the non-public, product and situational components of the relationship (Evan et al, . 2009).
Customer satisfaction seems to be a key major to affect consumer-buying decision. Client satisfaction can be the main reason behind customers deciding to produce a do it again purchase, and showing their friends about their satisfaction (Palmer 2000). If online shop can make customers presumed that their shop has good quality product, secure, and friendly, this would help their shop gain more new customers. Not only web stores give customer a good quality product, however they should also give them equity. Oliver (1997) defined collateral as "a fairness, rightness or deservingness wisdom that consumers make in reference to what others receive; additionally it is regarded as an important determinant of satisfaction". With these product quality and equity, this might make customers' meet and motivate them to produce a repurchase.
Brand image seems to be an important for online market area because brand helps consumer make buying decision and it generates a reliability of online store. Rio del B. et al. (2001) described brand as "the group of associations and habits on the part of a brand's customers, route users and that gives that brand a solid, ecological, and differential advantage over competitors. " In Thailand, the customers' understanding toward brand product mean high price, which dampens their determination to make decision toward buying brand online.
It seems to be that now the market route has been categorized into two main programs that are online channels and offline stations or we called "traditional programs". Offline channels, consumers reduce of risk on shopping because they can have a physical conversation with products, when compared to online channels. Corresponding to Dark brown et al. (2003), Whilst shopping on the internet allows the exchanging of value and product by using computer as a medium of transaction transference.
In Thailand, it appears to be that now Thai consumers still prefer to buy products from offline route or in shopping mall credited to online route still do not have a good trustworthiness. Thai online dealer should have to set-up credibility and trust to consumer in order to make them believe Thai online channel is secure (Mict 2010). It appears to be that in Thailand, many of online retailers appear not to register for doing their business compare to American country. In addition, Thailand online repayment still unsecure, this make Thai online consumers' do not need to use risk on payment that's the reason they choose to touch and see product before making buying decision. The main element concerns that consumers have over the web purchasing developments are security of the privacy or financial which relatively unsecure once online repayment has been made, such as credit card scam (Harridge 2006). Moreover, Roman and Cuestas (2008) mentioned that 'security on online deal is need to be strict as to gain trust in your brain of purchasers regarding their online financial purchase made with the website will be safe form unauthorized access.
This research has focused on four main research questions as follows:
Who are online stores' concentrate on customers in Thailand?
What is the notion of Thai customers toward online shopping?
What factors impact Thai consumers' purchasing decisions?
Which is the most important factor that influences Thai consumers purchasing brand online?
Research method helps online retailer know which strategies they must use to effect consumer buying decision. Research method can be categorized into two types that are Quantitative research and Qualitative research. Both of these have different pros and cons, which researcher will discuss more at length later on.
Data can be gathered in variety of ways, in several settings-field or lab-and from different sources. Choosing strategy is up from what paradigms the researcher adopts. There are two main paradigms or philosophies, that happen to be positivist and phenomological (Collis and Hussey, 2003). The choice conditions for positivist are quantitative, objectivist, experimentalist, and traditionalist. The other terms for phenomenological are qualitative, subjectivist, humanistic, and interprevist. There are many data collection methods, each using their own benefit and down sides.
The research method that researcher use is Quantitative research, concentrating on the review method. Now, researcher should consider what types of questionnaire should be used, such as mail questionnaire, digital questionnaire, and personal questionnaire. Within this report, anticipated to time restriction, it seems to be that the used of electronic questionnaire or online questionnaire could be more appropriate and take less time, cost, and can broaden very quickly in order to accumulate data than other quantitative research.
After researcher has chosen a specific method, researcher will make a questionnaire by using pilot test in to make certain that all questions can be understand by respondent. If questionnaires have any mistakes or respondents hard to understand, researcher can improve before using to the target audiences.
Researcher has specific aim for to make a research that is clearly a Thai consumer years between 18 and 35 years old and compare between teen (18-27) and middle time (28-35). A sample size that researcher have a much is least 100 respondents, the questionnaire will be sent out through email and social networks to 200 respondent who have use internet.
In order to make data collection, we will use both key and extra data. The supplementary data will used on e book, journal, article, and commercial online databases provide from the website (Mintel, or Google Shcolar). Website offering information for a charge, nearly every industry association, federal government agency, business publication, and information medium offers free information to those tenacious enough to find their website (Armstrong and Kotler 2009). The use of secondary offers a good start for research and define problem and purpose. This helps researcher and discover a target for consumer buying decision and conception toward online brand in Thailand. Secondary data helps researcher to raised understand and indicated what has been absent form the existing online business in Thailand. Additionally, it helps researcher to build up hypotheses and objective of the study.
For most important data, a review research has been chosen as a method of conducting a study, because survey was open to large number of population. As a time limitation, using questionnaire can help researcher save time and cost.
After we already gather data from questionnaire, then we can see that questionnaire is validity, consistency, and genalisability or not.
There might have some constraints when make a research, due to limit of your energy and budget cost. In addition, the respondents are required to have your personal computer access to have the ability to be a part of this research.
To summarize, researcher believed that research can help us to know more about Thai consumer's behavior and belief toward online brand name store. The use of secondary data helps researcher can arranged a research question to be able to collect an initial data. However, researcher has to select which research method wish to use to be able to collect principal data. Because of this, a good method in this article is Quantitative research by using questionnaire to gather primary data. Through the use of questionnaire, it will help researcher to acquire data and can analyses about Thai consumers. Because of time limitation of research, the used of questionnaire will helps us to save cost and time. The questionnaire has been sent to 200 via e-mail and sociable network to be able to collect least 100 respondents. Researcher presumed that the primary data that people collect can help do finding and analyses on Thai consumers' buying habit and perception toward online brand. Moreover, for more information what factor can effect Thai consumer to be able to purchase brand online.