Factors influencing online repurchase intention in Thai popular e-Commerce platform
Factors influencing online repurchase intention in Thai popular e-Commerce platform
Published date
2022
Resource type
Publisher
Bangkok : Assumption University Press
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
15 pages
Other title(s)
Advisor
Other Contributor(s)
Citation
AU-HIU International Multidisciplinary Journal Vol. 2, Issue 2 (July-December 2022), 86-100
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
Abstract
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.
Table of contents
Description
punsarn.dc.description.sponsorship
Spatial Coverage
Rights
This work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.