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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