Exploring Factors That Customers' Concerns When Using the E-commerce Platform in Thailand

Thailand has one of Asia's fastest-growing economies, but many people are still unfamiliar with E-Commerce. because of the covid-19 pandemic, which forces many customers to use E-Commerce platforms. The purpose of this study is to look into the factors that influence a company's decision to adopt online shopping in Thailand. The goal of this study is to look into the factors that influence customers' concerns when using an E-Commerce platform in Thailand, as well as the types of customers who use online platforms during the COVID-19 pandemic. EFA used data collection and process interviews as qualitative and data analysis techniques in this study. The sample for this study was derived from a survey of customers who use E-Commerce platforms. The result showed 5 groups of component factors, consisting of 1. Customer trust and Transportation, 2. Product review and quality, 3. Promotion, 4. Commercial images and Financial, and 5 Advertising media.