Antecedents Influencing Online Purchase Behavior of Consumers in Thailand’s Andaman Provinces

Abstract

This study investigates the antecedents influencing online purchase behavior among consumers in Thailand’s Andaman provinces, focusing on the roles of influencer source credibility and authenticity. The research aims to examine the relationships among these variables and their effects on consumer attitudes and purchase intentions within a region characterized by high purchasing power and exposure to digital culture. Using a quantitative research design, data were collected from 240 respondents through structured questionnaires, and analyzed using Structural Equation Modeling (SEM). The measurement model demonstrated good construct reliability (CR = 0.890 – 0.956) and convergent validity (AVE = 0.730 – 0.879). The structural model exhibited satisfactory fit indices (χ² / df = 2.228, GFI = 0.939, CFI = 0.979, RMSEA = 0.072), confirming its robustness. The results revealed that perceived source credibility positively influences both consumer attitudes (β = 0.237) and online purchase intentions (β = 0.249). Likewise, perceived authenticity has a strong positive effect on consumer attitudes (β = 0.492) and a moderate effect on purchase intention (β = 0.212). Consumer attitudes also directly affect purchase intention (β = 0.308). The proposed model explained 38% of the variance in online purchase intention (Adjusted R² = 0.38). The findings emphasize that credibility and authenticity are key drivers of trust, emotional engagement, and attitudinal formation, which ultimately shape consumer behavior in online environments. This study provides both theoretical and managerial implications for enhancing influencer marketing effectiveness and supporting digital commerce strategies in regional economies such as Thailand’s Andaman coastal provinces.