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The causal model of factors affecting Thai customer loyalty towards e-commerce business

by Lalita Puangmaha

Title:

The causal model of factors affecting Thai customer loyalty towards e-commerce business

Other title(s):

โมเดลปัจจัยเชิงสาเหตุความภักดีของผู้บริโภคชาวไทยต่อธุรกิจอี-คอมเมิร์ซ

Author(s):

Lalita Puangmaha

Advisor:

Patchanee Cheyjunya

Degree name:

Doctor of Philosophy

Degree level:

Doctoral

Degree discipline:

Communication Arts and Innovation

Degree department:

The Graduate School of Communication Arts and Management Innovation

Degree grantor:

National Institute of Development Administration

Issued date:

2017

Digital Object Identifier (DOI):

10.14457/NIDA.the.2017.23

Publisher:

National Institute of Development Administration

Abstract:

This research utilizes the mixed method research with the objectives to develop and to examine the consistency between the causal model of factors affecting Thai customers loyalty towards e-commerce business and the empirical data, furthermore to explore the opinions of academics and online marketers in relating to the marketing communication factors influencing Thai customers loyalty to e-commerce business. The research method has been divided consecutively into two parts which are; Part 1: the quantitative research conducting survey methodology by employing the questionnaire in order to collect data from a sample group which were 360 Thai customers who had purchased products through e-commerce websites and to analyze the quantitative data by means of the structural equation modeling (SEM). Part 2: the qualitative research conducting the in-depth interview from 5 key informants of academics and online marketers. The quantitative research revealed that the model developed by the researcher has been consistent with the empirical data at the statistical significance level of 0.001, 0.05, and 0.1. The system quality factor has indirect effect on the customer loyalty towards e-commerce business through the customers’ perceived value. Whereas, the product and service quality factor has indirect effect on the customer loyalty towards e-commerce business through the customers’ perceived value and the customer satisfaction. Meanwhile, the qualitative research has been consistent with the quantitative research findings and moreover, has been discovered that the information factor influences Thai customers loyalty to e-commerce business.

Description:

Dissertation (Ph.D.(Communication Arts and Innovation))--National Institute of Development Administration, 2017

Subject(s):

Communication in marketing
Electronic commerce
Loyalty
Customer loyalty
Structural equation modeling

Keyword(s):

e-Thesis
Marketing communications

Resource type:

Dissertation

Extent:

244 leaves

Type:

Dissertation

File type:

application/pdf

Language:

eng

Rights:

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

URI:

http://repository.nida.ac.th/handle/662723737/4071
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ทรัพยากรสารสนเทศทั้งหมดในคลังปัญญา ใช้เพื่อประโยชน์ทางการเรียนการสอนและการค้นคว้าเท่านั้น และต้องมีการอ้างอิงแหล่งที่มาทุกครั้งที่นำไปใช้ ห้ามดัดแปลงเนื้อหา และทำสำเนาต่อ รวมถึงไม่ให้อนุญาตนำไปใช้ประโยชน์เพื่อการค้า ไม่ว่ากรณีใด ๆ ทั้งสิ้น



This item appears in the following Collection(s)

  • GSCM: Dissertations [52]

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
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Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

Except where otherwise noted, content on this site is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International license.

Copyright © National Institute of Development Administration | สถาบันบัณฑิตพัฒนบริหารศาสตร์
Library and Information Center | สำนักบรรณสารการพัฒนา
Email: NIDAWR@nida.ac.th    Chat: Facebook Messenger    Facebook: NIDAWisdomRepository
 

 

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