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An Exploratory Study of Mobile Shopping Behaviors of Young Adults in Thailand

Abstract Smartphone users in Thailand are among the most active in Southeast Asia. Thailand is also ranked the fifth-best nation in Eastern Asia in terms of ease of doing business, making it attractive for both domestic and global companies. Given the paucity of studies on mobile shopping behaviors among Thai users, this study attempts to examine different aspects of those behaviors—such as shopping and information search activities—and the associated factors using a sampling frame of a Thai university. The analysis yields important implications for marketers who are interested in developing a mobile presence in this emerging market.