Browsing by Subject "Repurchase intention"
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ItemCustomer Satisfaction Affecting Behavioral Intention to Repurchase at Fast Food Restaurant in Bangkok, Thailand( 2016-06) Pronthip Praiwan ; Sirion ChaipoopirutanaThe objective of this research is to study factors affecting to behavioral intention to repurchase at McDonald’s in Bangkok, Thailand, while independent variables are perceive value, restaurant image, food and beverage quality, service quality, customer satisfaction and dependent variable is behavioral intention to repurchase. The data was collected by distributing questionnaires to 300 respondents at MBK Center and Siam Paragon branches in Bangkok. The sampling procedure used judgment sampling, quota sampling, and convenience sampling. When data are collected, the researcher will analyze the data by using the Statistical Package for Social Science (SPSS) software. Also the multiple regression and simple regression are used to analyze the relationship among dependent and independent variables based on hypotheses. And the researcher used descriptive statistics to provide percentage and frequency, which is usually used to analyze demographic factors. The result of this research shows that all most of independent variables are influenced on behavioral intention to repurchase, but three two sub-variable are not influenced on behavioral intention to repurchase, which are assurance and employee knowledge and responsiveness of service delivery in term of service quality.
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ItemDeterminant factors affected repurchase intention of new characters of the Dead by DaylightThailand's gaming industry has THB 9 billion in sales volume in 2016. Game developer has successfully developed merchandise technique strategy to launch games to market. Online game namely "Dead by Daylight" is recently well-known among Thai's players, which has currently 350,000+ players. This study examines the factors affecting repurchase intention of the new character in Dead by Daylight. Multiple linear regression (MLR) analysis explored the significant relationship among Exploratory Orientation, Value to Money, Character Identification, Collection, Social Value, Subjective Norm, and Repurchase Intention. In addition, the SAS software was statistically applied to the outputs. The results reveal that factors that affect repurchase intention are different among the duration of hours that the players spend time in playing this game. The Collection is a major concerned among players which tends to decrease upon number of hours they spend. Exploratory Orientation occurred when players who spend less than ten hours a week while Value to Money appeared on the players who spends more than thirty hours a week. According to the changes of globalization, higher educated and higher income among game players in Thailand are requiring more attention from others. They then repurchase new package to fulfill the discovery of new characters and new pleasure to this game. Game developers still have an opportunity to (re) design new characters in order to perk up its sales volume. This study determines whether or not the players who have purchased new characters namely "Halloween Chapters" of the Dead by Daylight will intend to repurchase.
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ItemDeterminant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennialsThis research aimed on how determinants factors (Value and Luxury Value) impacted upon repurchase intention of OTOP leather bag. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise and theory of were planned behavior (abbreviated TPB). There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-Oct to mid-Dec, 2018. Multiple Linear Regression (MLR) was employed and the findings show that value has the greatest significant impact on repurchase intention while perceived product price and perceived product quality are the second. This study will greatly help researchers and practitioners understand the complex relationships among four dimensions of price, perceived product quality, social value and individual value towards repurchase intention at the OTOP leather bag.
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ItemDeterminant of influencing customer loyalty and repurchase intention toward mobile application food delivery service in BangkokThe purpose of this research is to investigate the influence of E-service quality, perceived value, and customer satisfaction on customer loyalty and the influence of customer loyalty on repurchase intention. This research are using secondary data analysis and an archival study approach to investigate the factors that influence customer loyalty and repurchase intention. The data was gathered from 385 customers using a mobile application food delivery service. Moreover, to construct a new conceptual framework, this research adopted four frameworks from previous research. This research examined the factors that influence customer loyalty and the influence of customer loyalty on repurchase intention. The research's findings revealed that E-service quality has an impact on perceived value and customer satisfaction. Furthermore, E-service quality, perceived value, and customer satisfaction affected customer loyalty. Finally, customer loyalty has an influence on repurchase intention.
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ItemAn empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in ThailandWith the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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ItemExploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook( 2018-05) Pattanawadee Chokhengtrakoon ; Chittipa NgamkroeckjotiThis study focuses on the relationship between customers experience, trust, and repurchase intention of Annpatinya Thammatiwat’ Facebook. Three sub-variables of customer experiences comprise store offering, customer service, and fulfillment reliability. The questionnaire was 100% distributed online. Purposive and convenience sampling methods were applied. Approximately 20% of population from Annpatinya Thammatiwat’s Facebook visitors responded as our sample. This study applies mixed method both exploratory and explanatory sequential design. Also, Pearson correlation coefficient and multiple linear regression (MLR) is applied to test all hypotheses.
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ItemFactors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand A Case Study of Facebook Streaming PlatformThe purpose of this study targets to gain a deeper insight regarding customer satisfaction, trust, and repurchase intention towards live shopping on Facebook Live. This study applied Multiple Linear Regression to determine the factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping on the Facebook platform. The study’s independent variables are price, perceived product quality, reputation, and perceived enjoyment. The dependent variables include customer satisfaction, trust, and repurchase intention. The questionnaire was distributed online to Thai people who live in Bangkok and have shopped through Facebook Live. Three hundred ninety-five respondents fit the required criteria collected by adopting convenience sampling, snowball sampling, and purposive sampling. This study showed that three out of four independent variables significantly affect customer satisfaction: perceived product quality, reputation, and perceived enjoyment, excluding price. Moreover, customer satisfaction and reputation substantially influence trust. Meanwhile, perceived enjoyment, customer satisfaction, and trust significantly impact repurchase intention. The researcher suggests that it is important to ensure the quality of the product sold, build trust between the platform and customers, and create an enjoyable shopping experience to encourage repeat purchases resulting in long-term profitability.
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ItemFactors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar( 2015-09) Win, Khin Sandar ; Sirion ChaipoopirutanaThis study investigates the relationship between functional value, price consciousness, word of mouth, brand image, attitude towards product and repurchases intention of a smartphone brand. To do so, a survey was conducted by distributing 420 questionnaires in 7 different shopping malls in Yangon, Myanmar. The data collected was analyzed using SPSS and hypotheses were examined by employing the Pearson correlation and multiple linear regression. The results show that there is a positive and significant relationship among functional value, word of mouth, price consciousness towards attitude towards product and brand image, attitude towards product, word of mouth influences repurchase intention. Based on these results, it seems that the smart phone company needs to develop marketing strategy to increase repurchase intention.
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ItemFactors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business( 2016-06) Sutinee Pramoj Na Ayudhya ; Sirion ChaipoopirutanaThe green industry is having an exponential growth. To create green brand sustainability, repurchase intention is the most important factor. The aim of this research is to investigate the influence of perceived corporate social responsibility (CSR), product quality, risk, and price, product functionality, product form, corporate reputation, perceived product value, attitudes toward products and repurchase intention toward the green lifestyle products of a Thai-owned business. These variables make up the eight hypotheses in this study which uses descriptive research to collect data through questionnaires distributed to customers who have purchased products from Labrador Co., Ltd over the last year. Judgment sampling, quota sampling, and convenience sampling were applied as sampling procedures in this study. 400 questionnaires were distributed and analyzed through descriptive analysis and inferential analysis. The results of hypothesis testing show that CSR and perceived product quality significantly influence corporate reputation. Besides, perceived product quality, perceived risk, and perceived price significantly influenced perceived product value. Meanwhile, the influence of perceived product quality on perceived risk and functionality on product form are significantly correlated. Also, product functionality, product form, and perceived product value are significant in terms of attitudes toward products. Perceived price significantly influences repurchase intention. Likewise, corporate reputation, perceived product quality, perceived risk, perceived price, perceived product value, and attitudes toward product significantly influence repurchase intention. Corporate reputation, however, has no significant influence on repurchase intention. This research will provide value for management, marketing, and the design team of Labrador. In addition, other green lifestyle product brands can look at all these factors to enhance business performance and redirect their marketing plans.
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ItemThe impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in BangkokThis study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.
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ItemImpact of perceived service on brand image and repurchase intentions of Thai passengers towards low cost carriers(Assumption University, 2013) Shanyalak Sangkatat Na Ayutthaya ; Assumption University. Martin de Tours School of Management and EconomicsSince the application of the Open Sky Policy in 2002, Low Cost Carriers (LCCs) have been gaining a progressive market share in Thailand. However the numbers of academic researchers in this field are limited, the researcher hence focused on Thai passengers traveling on LCCs to explore new knowledge. Based on a comprehensive literature review, the conceptual model investigated whether the perceived service quality affects airline brand image and repurchase intention of Thai passengers was developed and tested in LCCs sector. Data from four hundred travelers was obtained and statistically analyzed; a regression analysis aided in examining the impacts of tested variables. The results revealed that the perceived service quality of Thai passengers had a significant impact on the LCCs' brand image, with the empathy aspect being the most critical factor. Besides, the carriers' brand image proved to have an influence on passengers' repurchase intention. The brand evaluation dimension provided the stron- gest support, whereas brand experience, brand expectation and brand strength were also statistically significant in explaining Thai passengers' repeat patronage.
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ItemA study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China( 2015-08) Zhang, Yue ; Sirion ChaipoopirutanaThe propose of this study is to examine the effects of trust, customer satisfaction and attitude towards the website on customers’ revisit intentions and repurchase intentions towards Jingdong’s online shopping. The research model was tested with data from 420 of Jingdong’s customers in Nanjing, China. The author tested the hypotheses through simple regression analysis and multiple regression analysis based on the survey. Data were collected using convenience approach. Data collected from 420 valid respondents provided support for all hypotheses. The results show that trust, customer satisfaction and attitude towards the website have positive impacts on revisit intention and repurchase intention. Trust was positively related to customer satisfaction and attitude towards the website. This research suggests that online vendors should invest in methods that strengthen trust, customer satisfaction and attitude towards the website such as Jingdong should make an appropriate introduction of products and Jingdong should differentiate their products and services from other online business companies.
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ItemThe factors affecting customer satisfaction and repurchase intention: a case study of Bubble Tea in Bangkok, ThailandThe purpose of this study is to examine the factors that influence customer satisfaction and repurchase intent using Bubble Tea as a case study in Bangkok, Thailand. The following are the objectives of this research, which include each variable: (1) Identify the effect utilitarian value has on customer satisfaction. (2) To examine the relationship between perceived value and customer satisfaction. (3) To determine how product quality affects customer satisfaction. (4) To examine the relationship between hedonic value and customer satisfaction. (5) To ascertain the effect of knowledge of customer satisfaction on repurchase intent. (6)To ascertain the effect of utilitarian value on the intention to repurchase. (7) To ascertain the effect of knowledge of hedonic value on repurchase intention. The sample (402 respondents) was collected from online questionnaires by using convenience sampling technique. The data were analyzed by using multiple linear regression to confirm the hypotheses testing. The results revealed perceived value, product quality, hedonic value has significant effect on customer satisfaction while utilitarian value has non-significant effect on customer satisfaction. For repurchase intention, the findings revealed that utilitarian value and hedonic value have significantly effect on repurchase intention in bubble tea.
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ItemThe impact factors toward online repurchase intention: a case study of Taobao e-commerce platform in ChinaPurpose: the purpose of this study is to investigate the effects of online customers' perceived usefulness, perceived ease of use, perceived cost, trust, and satisfaction on repurchase intention. Design/Methodology/Approach: This study employs secondary data analysis, archival research, etc., to explore the factors influencing repurchase intentions. This study creates a new conceptual framework based on three frameworks from previous studies. Findings: This study investigates the factors that influence customers' repurchase intention. According to research findings, perceived usefulness, perceived ease of use, perceived cost, trust, and satisfaction positively impact repurchase intention. Research Limitations/Implications: Many factors affect customers' repurchase intention. It is difficult to analyze all the elements comprehensively, and there is no analysis of the strength of the influence. Originality/value: This study examines perceived usefulness, perceived ease of use, perceived cost, trust, and satisfaction, which impact customer repurchase intention.