FACTORS INFLUENCING CONSUMERS’ CREDIBILITY TOWARD ONLINE MARKETING.

Abstract

The research objectives aimed to study 1) Customers credibility toward the online marketing 2) Factors influencing customers’ credibility toward the online marketing. The qualitative research methodology approached by in-depth interviewing, the population represented consumers who used online market regularly. The 30 samples were selected by purposive sampling method. The research instrument represented the interviewing form, data collection was made by face-to-face interviewing with the focus group through constructed interviewing form. The data analysis was made by data classifying and extracted information to be relevant information for answering research questions. The finding found consumers had the shortage time and low attention span on various digital contents that influenced the creating attractive websites. Consumers required seconds to decide whether to stay or leave from that website that dilemma made the turning point of gaining or losing customers. The credibility of websites made the longer attention span of the customer and staying on websites especially the E-commerce. The marketers should beware of the customers’ credibility on the personal data securities that consumers expected on the reliable and data protection, therefore, designing a credible website contributed consumers relied on personal data for websites.