Loyalty in Department Store Online Shopping
Loyalty in Department Store Online Shopping
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2015-01
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eng
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application/pdf
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7 pages
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XIV International Business and Economy Conference (IBEC) Bangkok, Thailand, January 5-8, 2015
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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).