Online Shopping Continuance Intention: A Case Study of Online Shopping in Thailand

This study determines individual’s online shopping continuance intention in Bangkok, Thailand , how  to retain existing consumers and attract new consumers,  to find the most influencing key to Thai consumer’s shopping continuance intention, to understand Thai consumers’ online shopping continuance intention . The study included 400 respondents  living in  Bangkok and have purchased IT products online in the past six months. This study used non-probability purposive sampling technique and questionnaire for data collection. The results of study showed that time-oriented lifestyle, price-oriented lifestyle, and net-oriented lifestyle have  significant impact on satisfaction with online shopping,  while satisfaction with online shopping has a significant impact on continuance intention