The Influence of Online Consumer Behavior on Psychological Outcomes among Online Shoppers in Thailand (2026)
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The rapid growth of e-commerce and social media has reshaped consumer behavior in Thailand, influencing how consumers shop and respond psychologically to online shopping environments. This study aims to examine the influence of online consumer behavior on psychological outcomes among online shoppers in Thailand. A quantitative research approach was employed, with data collected from 400 online shoppers across Thailand through an online questionnaire. The research instrument was a structured questionnaire designed to measure dimensions of online consumer behavior and psychological outcomes, including online shopping activity, product availability, social media usage, discount sensitivity, tech-savviness, environmental awareness, and impulse buying behavior. The data were analyzed using descriptive statistics and multiple regression analysis to examine the relationships between online consumer behavior and psychological outcomes.The findings indicate that different dimensions of online consumer behavior have varying effects on psychological outcomes. First, online shopping activity, measured by the number of monthly online orders, was found to have a statistically significant positive effect on discount sensitivity, suggesting that frequent online shoppers are more responsive to promotional offers and discounts. Second, product availability online was found to have statistically significant effects on both tech-savviness and environmental awareness, indicating that greater exposure to a wide range of products and information through online shopping may enhance consumers’ technological competence and awareness of sustainability-related issues. Overall, the findings suggest that online consumer behavior does not uniformly influence all psychological outcomes, with specific behavioral factors demonstrating significant relationships with particular psychological responses.
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