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Online Shopping Among Thai Millennials: The Impact of the COVID‑19 Pandemic Crisis

Kayan-arj, Wanwisa (2021) Online Shopping Among Thai Millennials: The Impact of the COVID‑19 Pandemic Crisis. Masters thesis, Dublin, National College of Ireland.

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Abstract

The research studies the impact of the Coronavirus (COVID‑19) pandemic on online shopping in Thailand and investigates the influences of the pandemic situation along with utilitarian and hedonic motivations on millennials’ intention to engage in purchasing products online. The study conceptualizes the consequences of the COVID-19 pandemic as situational influences, which involve the closure of physical stores and health risks associated with visiting such stores.

It is undeniable that the COVID‑19 pandemic has an impact on people's lives all over the world. It forces people to change their lifestyle — how they engage in activities such as work, study, and shopping. In recognition of this unprecedented phenomenon’s impact on the e-consumption realm, the present study follows a pragmatism philosophy approach in anticipation of a feasible solution for understanding and addressing the needs of contemporary consumers.

To achieve such an aim, it has been explored the situational influence as well as underlying psychological constructs deemed vital to determining consumers’ attitudes and behaviors. Implementing a quantitative questionnaire, data was collected from 200 Thai millennials — a rapidly growing online consumption market — by using an online survey. Results have been analysed and presented in a thematic manner, collated with secondary research.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DS Asia
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Clara Chan
Date Deposited: 08 Feb 2022 19:19
Last Modified: 08 Feb 2022 19:19
URI: http://norma.ncirl.ie/id/eprint/5401

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