The Kingdom of Thailand
Parliamentary democratic system
Constitutional monarchy
Since 2006,
military government
Thailand – Hierarchical Society
Power, Status, Seniority, Education and
MONEY! – Means to Climb the Social Ladder
Consumer trust affects intention/actual transaction by affecting usefulness, ease of use, and perceived risk
The level of risk a consumer believes exists
regarding the purchase of a specific product
from a specific retailer, whether or not
that belief is factually correct.
by Richard A. Ashley, University of Connecticut
Overall Perceived Risk
- Associated with the
Product catego