Online Clothing Shop : The Case Study of Perception from People in Bangkok

Nowadays, Internet has become one part of Thai social life. People are using the internet to access or search information on the website. They also use e-commerce to buy or sell the products and services over the Internet by using the web browser. Now, people no need to go out to purchase the products or services by themselves anymore. Even though, the clothes we wear in everyday that we have to try before purchasing also changing to purchase via internet as well, which the online shop just give the details or information about the product to the purchasers. Then, the purchasers can make the decision whether the products are suitable for them or not, and whether they would like to purchase or not. Thus, this research analyzes customer perceptions of e-service quality in online shopping, which focusing on people living in Bangkok and have been used online shopping for clothing in the last one year. There are 429 respondents who participated in on online survey, which applied non -probability convenience sampling and snowball sampling methods, along with Multiple Linear Regression Method. The hypotheses testing results showed e-service quality dimensions which included website design, responsiveness, trust and personalization have impact on both overall service quality and customer satisfaction, while reliability has no impact on overall service quality and customer satisfaction. Moreover, both overall service quality and customer satisfaction impact purchase intention of online shopping for clothes