https://so20.tci-thaijo.org/index.php/RJPIJ/issue/feed 2026-07-18T14:51:31+07:00 Dr. Jeerawat Linakanit jeerawatl1@gmail.com Open Journal Systems <p>Welcome to the <strong>Rajapark International Journal, ISSN : 3056-9354 (Online)</strong>, a respected academic publication dedicated to exploring the diverse and fascinating fields of humanities and social sciences. We publish 3 issues a year in three distinct volumes:</p> <ul> <li>(January - April)</li> <li>(May - August)</li> <li>(September - December)</li> </ul> <p>Each volume delves into current research, insightful analysis, and diverse perspectives on critical issues within these broad fields. We offer a platform for established scholars and emerging minds to engage in meaningful dialogue, pushing the boundaries of intellectual understanding and enriching the academic landscape.</p> https://so20.tci-thaijo.org/index.php/RJPIJ/article/view/715 2026-05-13T15:18:43+07:00 Anucha Meekeawcharoen anucha.mee2509@gmail.com

<p>This study analyzes the influence of artificial intelligence on online purchasing decisions of consumers in Bangkok. The objectives were: (1) to study the acceptance of artificial intelligence in online shopping among consumers in Bangkok, (2) to study the online purchasing decisions of consumers in Bangkok, and (3) to study the influence of artificial intelligence on the online purchasing decisions of consumers in Bangkok.</p> <p>This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 385 online consumers in Bangkok, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with multiple regression analysis. The research results were found as follows;</p> <p><span style="font-size: 0.875rem;">1. The research findings indicate that overall consumer acceptance of artificial intelligence in online shopping in Bangkok is high. The aspect with the highest average score is perceived ease of use.</span></p> <p><span style="font-size: 0.875rem;">2. The overall online purchasing decision of consumers in Bangkok is at a high level, with evaluation of alternatives having the highest average score.</span></p> <p><span style="font-size: 0.875rem;">3. The factors related to exposure to artificial intelligence in online shopping and the independent variables together account for 61% of the influence on online purchasing decisions by consumers in Bangkok. In terms of standardized regression coefficients, Perceived usefulness emerged as the strongest predictor.</span></p>

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