A Thesis submitted in partial fulfillment of the requirements for the degree of Master of Agribusiness Management in Agribusiness Management

Thesis (M. Am.) - Asian Institute of Technology, 2022

These days, an internet connection is a necessary tool for communicating with people no matter how far apart they are. This, in turn, can help e-commerce grow dramatically and become an important part of the global economy. The study focused on people in Thailand who enjoy using the internet and purchased various items, particularly durian products, during the COVID-19 pandemic. Through a questionnaire survey, it was determined that 65.50 % of the respondents were female, with the majority of those surveyed being between the ages of 18 and 25. Bachelor's degree is the most popular type of study at approximately 64.0 %, and the most of the consumers in the study area have a diversity of careers (34.80 %). The bulk of people earn less than 10,000 Baht, accounting for approximately 29.0 % of consumer interactions with durian purchased online. The majority of consumers, roughly 39.50 %, had experience buying online for 3-5 years. At around 52.00 %, the most often purchased product by Thai customers is durian chip. The most commonly mentioned reason consumers purchase durian products online is "Purchasing durian from an e-market is quick and convenient." This accounts for approximately 33.0 % of all purchases. Last year, the most common purchase of durian products by Thai consumers was once, accounting for approximately 49.0 %, and nearly all Thai consumers used smart phone in IOS operation. From the consumer profile, this study attempted to establish a relationship between them and discovered 18 variables that matched the research purpose. The second section of the questionnaire is a Likert scale with five levels and 40 items based on the Technology Acceptance Model for substantiating 12 theories created for this study. T-values reveal that 12 theories can be accepted at a significant level of 0.01. In the final section of the research, the structural equation modeling (SEM) is developed, with values of 30.958, 1.317, 0.028, 0.984, 0.966, 0.994, 0.996, 0.023, and 0.479, respectively, the chi-square, chi-square/degrees of freedom, RMSEA, GFI, AGFI, NNFI, CFI, and PGFI indicators all showed satisfactory model and data fit..