This study focuses on the factors influencing consumer trust in internet shopping in Thailand. Internet
technology was introduced in Thailand 20 year ago. It has been improved and applied to many industries
in both manufacturing and service. At the present, the number of internet users in Thailand has increased
tremendously to over 14 million users. Master Card conducted a survey on the topic “Online Shopping”
in 2009 and found that 92% of internet users in Thailand used it for sending email, 80% for updating
news, 73% for searching for general information, 70% for entertaining, 60% for chatting, and 43% for
online shopping.
An increasing number of businesses are offering to sell their products and services via the Internet.
Online shopping provides convenience to Thai consumer by allowing them to select products and services
by just clicking. Figure 1b (below) shows the percentage of products and services that Thais purchase
via the Internet.