Willingness to pay for products on online shopping platform such as Shopee in Thailand

A user's willingness to pay (WTP) on online platform such as Lazada and Shopee has received a great deal of attentions in recent years. The current study is about the factors that affect a user’s willingness to pay and introduce a model on which factor that has the most influence on willingness to pay. We use design of experiment with fractional factorial design as main methods of data analysis which will be analyzed using Minitab program. According to 6 factor that we provide in this model, we find that online shop with high review score and customer score had most influence on customers’ willingness to pay compared to other factors. Furthermore, regarding Shopee Mall, which is the second most influential factor, it is beneficial to be a part of Shopee Mall because based on our research sellers will have higher chances of selling their product than without it. The user's interactions with online connections plays a significant role on having positive effects on WTP. This research contributes several new findings to WTP and provides insights of how the user interact with the internet.