—Objectives: Doing business through online social network is influenced by factors that might be differed compared with doing business through normal ecommerce channel. Although previous studies have been conducted to determine some of these factors which are affecting online purchase intention in social media website, little research exists with respect to the study regarding trust and risk in online social network. This research is one of the studies that use a focus group study among working adult (ages 25 to 34), to explore preliminary research model and hypotheses that had been gathered from the literature reviews regarding trust and risk that influence their online purchase decision through online social network, particularly Facebook. Results: The findings of factors and their attributes from this study are in line with the findings in the literature. The differences mainly come from details of the descriptions and expressions of each attribute.
—Social network, subjective norm, trust, risk, past online purchase experience.
The authors are with the Prince of Songkla University, Trang Campus,Trang, 92000 Thailand (e-mail: atchara.l@ psu.ac.th, email@example.com).
Cite:A. Leeraphongand A. Mardjo, "Trust and Risk in Purchase Intention through Online Social Network: A Focus Group Study of Facebook in Thailand," Journal of Economics, Business and Management vol. 1, no. 4, pp. 314-318, 2013.