Track: E-Business/E-Service

Abstract

To investigate customer behavior on an e-commerce platform in Thailand that was expanding in response to the increasing value of a market in which more people purchase online. Furthermore, e-commerce is an advertising medium since it instantly connects information or user needs to target customers while also responding to market demands by reducing the time it takes to bring products to market, allowing for rapid market expansion. The study aims to study consumer behavior in online shopping through an application or platform and analyze the critical aspects of online shopping of customer behavior in e-commerce. Data were collected and processed using exploratory factor analysis (EFA) techniques, and a sample of 400 general people was chosen for survey research using questionnaires. The study's findings were as follows: Reliability testing; KMO and Bartlett's tests; total variance explained; Scree plot; rotated component matrix. The result of the EFA analysis came down to two components from 21 variables. As a result, they have been extremely positive and have garnered the most attention.