The a comparative study of different internet platforms Attasit Patanasiri creator Donyaprueth Krairit Chairperson Vatcharaporn Esichaikul Examination Committee Supasith Chonglerttham Examination Committee text series technical report th Pathum Thani, Thailand Asian Institute of Technology 2020 continuing eng 70 leaves : ill. +1 online resource The aim of this research is to answer the research question of whether consumers of online stores on social-based B2C e-commerce platforms think and act differently than the consumers of Web-based B2C e-commerce platforms and, if so, which metrics can be used to capture these differences. The main research model is constructed according to the Stimulus-Organism-Response model (S-O-R model). Additionally, this research is one of the first empirical studies that employs the S-O-R model as a main research model to explore online users{u2019} behavior. The results of the study demonstrate six findings which contrast with the previous literature. For the first and second findings, the two-way communication tools provided by Web-based and social-based B2C e-commerce platforms are not powerful enough to significantly affect the emotional needs of online consumers and the users{u2019} interpretation of online information. The third finding demonstrates that the risk perceived by consumers of both platforms in contemplating a particular purchase action does not significantly affect the emotional needs of consumers. The fourth finding demonstrates that the ability of both platforms to enhance user participation in the platforms{u2019} activities does not significantly affect the users{u2019} curiosity aroused while interacting with the platforms. The fifth finding demonstrates that consumers{u2019} emotional needs do not significantly affect online consumers{u2019} purchase intention with both platforms. The sixth finding demonstrates that the degree of users{u2019} attention while using both platforms does not significantly affect consumers{u2019} purchase intention. A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in Management, School of Management Thesis (Ph.D.) - Asian Institute of Technology, 2020 Consumers' preferences Consumer behavior Online social networks Marketing Asian Institute of Technology. http://203.159.5.9/ait-thesis/detail.php?q=B16146 http://203.159.5.9/ait-thesis/detail.php?q=B16146 220421 20260818095303.0