Confidence and trust in online shopping decisions of agriculture product for elderly people in Thailand

Abstract

The purpose of this research was to explore the confidence and trust affecting online shopping decisions of agriculture product for elderly people in Thailand. This research is a quantitative study in which data were collected from questionnaires given to respondents, who were 378 elderly people aged 51-65 years, living in Muang District, Nakhon Sawan Province. The data were then analyzed using Multiple Regression Analysis. The results showed that confidence and trust had a statistically significant effect on the elderly's online shopping decisions. Trust was found to be the most influential factor, followed by the elderly’s confidence in making online shopping decisions.

Keywords

• agriculture product
• confidence and trust
• elderly people
• online shopping decision
• online business operator