Main Article Content
This research has objectives to 1) analyze factors of E-commerce website and 2) analyze the relationship between factors of E-commerce website affecting consumer purchasing decision. The sample group was a group of 600 consumers in Muaeng Lampang district, Lampang province, Thailand, who have done their purchase on E-commerce website. This sample group was selected by convenience sampling method. Research instrument using in this research was a questionnaire, the statistics used in data analysis were percentage, mean, standard deviation, correlation coefficient, exploratory factor analysis and multiple regression analysis.
The results found that 1) E-commerce website consists of eight factors that can be put in order according to their weight as followed: context, commerce, communication, connecting and collaboration, customer service, customization, convenience, and clarity and security 2) Customer service is the factor of E-commerce website that can predict consumer purchasing decision the most. The latter factors are clarity and security, convenience, commerce, and communication respectively.
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