International Research E-Journal on Business and Economics : Volume 7 Issue 2 2022
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ItemThe impact factors toward online repurchase intention: a case study of Taobao e-commerce platform in China(Bangkok : Assumption University Press, 2022)Purpose: 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.
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ItemThe loyalty of players in online streaming games in Thailand(Bangkok : Assumption University Press, 2022)Purpose- The research aims to get a deeper insight into the factors that impact players’ loyalty to online streaming games in Thailand. Design/Methodology/Approach- The methods include research design, sampling plan, Questionnaire design, pilot test, validity check for the questionnaire, Methods to gather the data and its procedures, and the statistical treatment of the data. The research also made a new conceptual framework based on 3 frameworks from previous related studies. Findings - The loyalty to online streaming games in Thailand has factors that impact it. Such factors or independent variables are gaming intensity, experience, avatar identification, and flow. Loyalty is the dependent variable. The results show that all the independent variables are significant and impact players’ loyalty to online streaming games in Thailand. Research Limitations/Implications –The main limitation was the COVID-19 pandemic; as most people stay at home and practice social distancing, it was somewhat hard to collect data personally. The research on gaming topics is also quite new, so the researchers could not dig too deep into the case. Originality/value- The study is about the loyalty of players in online streaming games in Thailand and the important factors that impact it.