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Publication
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| Research Title |
Factors Affecting Intention to Repurchase for E-Commerce in Thailand |
| Date of Distribution |
27 July 2017 |
| Conference |
| Title of the Conference |
Osaka 18th International Conference on “ Business, Economics, Social Science & Humanities- BESSH-2017” |
| Organiser |
Academic Fora |
| Conference Place |
Osaka International Convention Center |
| Province/State |
Osaka, Japan |
| Conference Date |
27 July 2017 |
| To |
28 July 2017 |
| Proceeding Paper |
| Volume |
3 |
| Issue |
18 |
| Page |
10-18 |
| Editors/edition/publisher |
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| Abstract |
This study aims to study the factors that affect an ndividual’s intention to repurchase from e-commerce system in Thailand by integrating two models—Technology Acceptance Model (TAM) and an Expectation Confirmation Model (ECM) into a research model.
Four hundred online questionnaires collected from Thais who have had at least two experiences of purchasing goods or services through an
e-commerce system in Thailand. The result indicate that (1) perceived ease of use has a direct impact on trust and perceived usefulness, (2)
confirmation has a direct impact on perceived usefulness and satisfaction, (3) trust has a direct impact on perceived usefulness and online
repurchase intention, (4) perceived usefulness has a direct impact on satisfaction and online repurchase intention, (5) satisfaction has a
direct impact on online repurchase intention. It is evident that satisfaction is the most influential factor affecting an online repurchase
intention while confirmation is the strongest factor affecting satisfaction. The evidence from this study suggests that satisfaction (R2 =
0.761) is the main factor that generates intention to repurchase for an e-commerce system, hence entrepreneurs should take satisfaction as
one of their highest considerations |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย