Abstract:

The proliferation of the World Wide Web in the last decades has lead to an increase in the number of online sales, such as shopping website and online auction. The public auctions on the internet are characterized by a successful implementation that requires a high volume of buyers and sellers at its website. As the number of participants involved in this selling and buying media is increasing, it is important to understand the influencing factors of online consumers’ intention to purchase, especially to determine the level of this media attractiveness towards the purchasing of good and products with on online auction and shopping website. This study examined the influencing factors of online consumers’ intention, i.e. online information system quality, online auction price, and online service quality toward online auction and shopping website in Thailand. The data was collected from 397 online consumers of Sanook.com. This study used Pearson’s correlation coefficient analysis and multivariate regressions to test the hypotheses. The results reveal that online information system quality, online auction price, and online service quality have a significant and positive relationship with online consumers’ intention to purchase. This study also found that the perception of online consumer on online information system quality, auction price, and service quality are almost equally important in influencing their interest to purchase. Moreover, among the three factors, online auction price is the most significant factor toward online consumers’ intention to purchase.