Paper Title
An Analysis of Factors Affecting the E-commerce Usage Behavior of Online Consumers

Abstract
This study aimed to analyze factors affecting the e-commerce usage behavior among online consumers. The target population consisted of online consumers in Thailand, from which 116 participants were selected through snowball sampling. Primary data were collected via online questionnaires and analyzed using percentages, means, standard deviations, exploratory factor analysis (EFA) with varimax rotation, and confirmatory factor analysis (CFA).Results revealed a Kaiser-Meyer-Olkin (KMO) value of 0.91. The EFA successfully identified four factors based on the number of components including Distribution, Usability, Security, and System Performance. Keywords - E-commerce, Online, consumer, Exploratory factor analysis, Confirmatory factor analysis