Economic, government restrictions, and psychological driving online buying behavior of consumers during Coronavirus Pandemic (COVID-19) in Thailand

Abstract

The study aimed to investigate the factors influencing consumers' online buying behavior during the coronavirus pandemic (COVID-19) in Thailand. The study examines the influence of four main factors including three risk factors, convenience risk, financial risk, product risk, service, and infrastructure factor, psychological factor, and administrative and restrictions factor on consumers' online buying behavior during the coronavirus pandemic (COVID-19). A survey questionnaire was collected by the online method through a social media platform. Simple random sampling is a type of probability sampling with five-point Likert scales from 414 Thailand online shopping consumers. Data were analyzed using reliability analysis, exploratory factor analysis, principal component analysis, and multiple regression analysis. Results exhibited that the convenience risk factor is the most influencing consumers' online buying behavior during the convenience risk factor followed by the psychological factor, administrative and restrictions factor, and product risk factor have been found to be factors influencing consumers' online buying behavior during the coronavirus pandemic (COVID-19) in Thailand.