METHODOLOGY
Descriptive research was designed to support this study. A survey method by
distributing questionnaire was used to collect the primary data from 400
respondents. The target population is people who have experienced in using
online shopping in Thailand.
The data was collected between May and August of 2010. A self-administered
survey technique was acquired to customers to response to the questionnaire.
Confirmation Factor Analysis (CFA) and Structural equation modeling (SEM)
were applied to analyze the data and test the research hypotheses with AMOS
7.0.