Loyalty in Department Store Online Shopping

Abstract

The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed questionnaires were used to analyze and test the model by applying a Multiple Linear Regression (MLR). The results showed that perceived ease of use (i.e., department store's website is easy to navigate through, payment process is easy to pay, help menu is helpful) has the greatest influence on the e-satisfaction, followed by reliability, and brand image. While customer loyalty has the greatest influence on the online purchase intention, followed by tangible (i.e., the online shopping website looks attractive, the website has good layout).