2). Customers are seen as kings in their own accord as their behaviors in purchases are dependent on the treatment given by sellers. Moreover customers preferences and needs influence the suppliers production practices in that suppliers would not supply the goods that have lower reception within the market and thus customers say proves supreme. The supremacy of the consumers is not only explained through the fact that it is through the ‘consumer’ that the producers remain in business and make their gains. As a king is special in how he is to be handled, a customers in a like manner requires proper treatment in order to sustain them. Online customers require treating well through good treatment in order to retain them for their own benefits or that of the suppliers. Despite the emergence and embrace of online trading avenues as discussed above, there are ongoing debates concerning the effectiveness of online practices as compared to the physical retail trade. The supporters of physical shopping reason that shopping from physical outlets is easy and entails little logistics as compared to the internet buying. Online shopping or trade is highly acknowledged from the spheres of debate that it provides a customer with an opportunity to access easily and exchange notes on various products in order to make informed decisions. Besides, time and resources are saved over the internet as one would access the items from the comfort of own office. Cultural orientation, proficiency in internet use as well as institutional frameworks would best explain the factors that influence personal decision to engage in online trade. This paper focuses critically on reasons and factors that influence the people of Thailand to engage in online trade through special attention on influencing factors such as level of literacy, awareness campaigns, cultural values as well as government policies. Besides, the experience in using online shopping means by the Thai people would be instrumental in influencing the current as well as future tendencies in shopping from internet. For instance, fast moving beauty products for the women or female genders may record better reception as compared to other products for the opposite gender. Much of the past studies that have addressed the topic of online shopping and factors that influence the decisions have confined much attention to the risks perceived while engaging in online purchasing habits. Emphases have been that the risks as identified all over the world go a long way in influencing the decisions as well as behaviors of consumers through online purchasing. However, a new dimension of looking to the online shopping is through considering the benefits that come with the practice. The world has increasingly been embracing technological advancement especially concerning internet use through diversified platforms such as through computer systems as well as through mobile telephones. This in effect has been claimed to have influence on perceptions of individuals concerning online business transactions. This study therefore focuses on and considers main factors of consumers’ decision on online shopping as regards to the people of Thailand. It will show the problem for applying the result to solve problem with Thailand’s online shopping system for improvement and development in the future. However, the question that will guide our study is ‘what influence factors affect the Thai consumers’
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