Factors Affecting Purchase Intention Via Online Shopping Sites and Apps During COVID-19 in Thailand

Objective: This study examines the factors affecting purchase intention via online shopping sites and apps of Thai consumers during the COVID-19 pandemic. The link between predictors and purchase intention to see the increasing willingness to purchase during the COVID-19 pandemic on social media marketing in Thailand. Methodology: The online questionnaires were used from the previous studies that have been validity tested. Stratified ranking sampling was used in this study. The factors are perceived ease of use, perceived usefulness, structural assurance, and social influence, whereas the outcome is purchase intention. Findings: The results reveal that perceived usefulness had the most influence on purchase intention, followed by structural assurance, perceived ease of use, and social influence, respectively. Implication: Perceived ease of use, perceived usefulness, structure assurance and social influence are the factors that impact consumers' purchase intention via online shopping sites and apps during the COVID-19 pandemic are crucial for strategic planning marketers. Further research should consider the contextual differences in online shopping sites and apps or more related variables in this sector for comprehensive results.