Purpose – An exploration of factors influencing internet shopping is conducted using the theory of
planned behaviour (TPB) as the theoretical base. The theory holds that a potential customer’s attitude
towards the behaviour and the customer’s subjective norm and perceived behavioural controls can
influence the intention and its eventual realisation. This paper aims to address the factors influencing
internet shopping by Thai consumers in order to answer the question of how well TPB explains online
shopping intentions in Thailand. Then, comparisons are made between theoretical predictions and the
current situation of the use of online services by consumers in Thailand