Browsing by Subject "Online repurchase intention"
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    Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
    (Assumption University Press, 2020) Wang, Renyan ; Sirion Chaipoopirutana
    Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
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    Factors influencing online repurchase intention in Thai popular e-Commerce platform
    (Bangkok : Assumption University Press, 2022) Mitchev, Tzvetan ; Janda, Julian ; Chompu Nuangjamnong
    The purpose of this study is to explore the influence of perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience on online repurchase intention in Thai popular e-Commerce platforms. This study is designed and analyzed perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience toward online repurchase intention in Thai popular e-Commerce platform by using secondary data analysis and an archival study approach which has been using three frameworks from previous studies to create a new conceptual framework. Research design, data and methodology: The samples (422 respondents) were collected from an online questionnaire by using convenience sampling, snowball sampling, and purposive sampling to collect data from target respondents. After gathering the data, the study was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. Results: The results explicated that perceived ease of use presented the strongest influence on online purchase intention in Thai popular e-Commerce platforms follow by enjoyment, customer satisfaction, trust, and online shopping experience respectively. Meanwhile, when focusing on the influence of online shopping experience on trust, the result of this study revealed that there has a significant effect of online shopping experience on trust. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the system administration and system development of e-Commerce should pay attention on update the contents, products information, layout, secure transaction to increase online repurchase intention. Research Limitations: The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.
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    Factors influencing repurchase intention on e-Commerce platforms: a case of GET application
    (Assumption University Press, 2021) Sophida Chanthasaksathian ; Chompu Nuangjamnong
    Although the global economy has been challenged by the coronavirus pandemic, online delivery service businesses have grown enormously. Hence, a great number of newcomers have jumped into the market aiming to leverage customers' insight to adopt in their other businesses. There is high competition in this industry which is expected to intensify. This study focuses on GET application and aims to determine the influence of independent variables namely; privacy, reliability, trust, perceived ease of use, perceived usefulness towards online repurchase intention in Bangkok of Thailand. This research uses the quantitative method. The data is collected through questionnaires. Descriptive analysis was used to analyze the demographic factors and general information of the respondents. Inferential analysis was applied to tests the hypotheses of the study. Nevertheless, the result shows that GET application is ranked as the most used delivery app among all online delivery services platforms, although they are not considered as the best. Regarding the findings of this research, each variable has been emphasized and analyzed, therefore, this research has shed light on what factor is the most influential towards customer repurchase intention which can allow GET application could improve or innovate their platform. In this study, results revealed that privacy has a positive significant effect on trust, also, perceived ease of use and perceived usefulness have a positive significant influence on perceived usefulness while reliability, trust, perceived ease of use, and perceived usefulness have a positive significant effect on online repurchase intention on GET application platform at a p-value less than .05.
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    The mediating role of adjusted expectations in the relationship between customer satisfaction and online repurchase intention of sportswear retailers in the UK
    (Assumption University Press, 2020) Rithavee Plikarnon ; Piyathida Praditbatuga ; Santhiti Treetipbut
    This research aimed to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention of sportswear retailer in UK. The target populations of this study were Customers of online sportswear retailer in UK. The study employed the questionnaire method as a tool to collect data from 106 respondents. Single linear regression analysis was used to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention. Result of hypothesis prove that customer satisfaction influence online repurchase intention [R2= .328, F = 50.220, p < .001]. Secondly, customer satisfaction influences adjusted expectations [R2= .271, F = 38.354, p < .001]. Lastly, adjusted expectations influence online repurchase intention [R2= .366, F = 58.907, p < .001]. In order to increase sportswear online customers and theirrepurchase intention, the retailers should focus on improving the level of customer satisfaction and adjusted expectations towards onlinepurchase.