IJBMC Journal Issues
Factors affecting consumer’s purchase intention of chatbot commerce in Thailand
Supakchaya Nuanchaona, Supaprawat Siripipatthanakul, Wasutida Nurittamont, Bordin Phayaphrom
ABSTRACT : This study examines the factors influencing consumer’s purchase intention of chatbot commerce in Thailand. The elements of chatbot include the anthropomorphism factor, social presence factor, and perceived enjoyment factor, whereas the outcome variable is purchase intention. This study employed a quantitative approach to gathering data for statistical analysis through stratified random sampling in a total of 388 completed questionnaires were for data analysis. The conceptual framework was examined with the multiple regression analysis (MRA). Findings reveal that the anthropomorphism factor and the perceived enjoyment factor are significant predictors of purchase intention. But social preference factor is not. In future research, comprehensive coverage of chatbot commerce in several online shopping categories is recommended to obtain an extensive result.
Keywords: factors, purchase intention, chatbot commerce, consumer, digital marketing
Nuanchaona, S., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Factors affecting consumer’s purchase intention of chatbot commerce in Thailand. International Journal of Business, Marketing and Communication, 1(3), 1–13.
According to new research… (Nuanchaona et al., 2021).
In research from Nuanchaona et al. (2021) …
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Abstracts : Online shopping for groceries has been accelerated to an unprecedented rate and benefitted from various government movement restrictions during the pandemic. However, the challenge remains for online seafood purchasing due to its perishable product nature and the untransferable organoleptic experience through an online platform to the consumer. The purpose of the current study is to determine the factors influencing consumers’ purchase intention toward online seafood shopping with Covid-19 risk perception as the moderating factor. Both The Planned Behavior and Technology Acceptance Model theories have been used to develop the research framework for this study. The five critical factors selected are: perceived usefulness, perceived ease of use, perceived risk, visibility and social influence. Covid-19 risk perception moderating effect is measured from two dimensions: cognitive and affective risk perception. An internet self-administrated questionnaire is used to collect the data from consumers. A total of 182 data were collected from the questionnaire and analysed by using the PLS-SEM method. The findings show that perceived usefulness, perceived ease of use and social influence correlated significantly with purchase intention toward online seafood shopping. The perceived usefulness has the most significant effect on purchase intention. Covid-19 risk perception shows a positive moderation effect on the relationship between perceived usefulness and purchase intention. These findings suggest that online seafood vendors could focus management efforts to improve perceived usefulness. The finding has important implications for developing robust marketing strategies to improve the perceived usefulness and social influence of online seafood shopping.
Keywords: Purchase Intention, Online Seafood Shopping, Perceived Usefulness, Covid-19, Risk Perception
Yip Hing, Wong., & Nyen Vui, Chok. (2021). Malaysian consumers’ purchase intention towards online seafood shopping amid pandemic: The moderating role of the Covid-19 risk perception. International Journal of Business, Marketing and Communication, 1(3), 1–18.
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