ABSTRACT
With the convenience of the internet, consumers can easily purchase various goods, such as clothing, cosmetics, and general appliances, through various online channels (such as websites, shopping APPs, Facebook Shop, and Line Shopping). In addition, the payment methods are diverse, and consumers can choose online payment, cash on delivery, etc. to pay their shopping bills. This study aims to explore the shopping behaviors of students from Thailand Bangkok University amid the COVID-19 pandemic, examine the effect of COVID-19 on online shopping, and determine how to improve online stores, in order to meet customers’ needs and satisfaction. This study took 395 students from Thailand Bangkok University as the samples, adopted Smart PLS 3.0 to perform path analysis testing of the research model and used Bootstrap to verify the independent samples t-test. The results of this study are expected to be a reference for the operations of online shopping, as well as for researchers in future relevant studies.