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dc.contributor.advisorPatchanee Cheyjunya
dc.contributor.authorLalita Puangmaha
dc.date.accessioned2019-01-20T07:24:15Z
dc.date.available2019-01-20T07:24:15Z
dc.date.issued2017
dc.identifierb203305
dc.identifier.urihttp://repository.nida.ac.th/handle/662723737/4071
dc.descriptionDissertation (Ph.D.(Communication Arts and Innovation))--National Institute of Development Administration, 2017
dc.description.abstractThis 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.en
dc.format.extent244 leaves
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherNational Institute of Development Administration
dc.rightsผลงานนี้เผยแพร่ภายใต้ลิขสิทธิ์ของสถาบันบัณฑิตพัฒนบริหารศาสตร์
dc.subjecte-Thesis
dc.subjectMarketing communicationsen
dc.subject.otherCommunication in marketingen
dc.subject.otherElectronic commerceen
dc.subject.otherLoyaltyen
dc.subject.otherCustomer loyaltyen
dc.subject.otherStructural equation modelingen
dc.titleThe causal model of factors affecting Thai customer loyalty towards e-commerce businessen
dc.title.alternativeโมเดลปัจจัยเชิงสาเหตุความภักดีของผู้บริโภคชาวไทยต่อธุรกิจอี-คอมเมิร์ซth
dc.typeDissertationen
dc.rights.holderNational Institute of Development Administration
mods.genreDissertationen
mods.physicalLocationสถาบันบัณฑิตพัฒนบริหารศาสตร์. สำนักบรรณสารการพัฒนา
thesis.degree.nameDoctor of Philosophy
thesis.degree.levelDoctoral
thesis.degree.disciplineCommunication Arts and Innovation
thesis.degree.grantorNational Institute of Development Administration
thesis.degree.departmentคณะนิเทศศาสตร์และนวัตกรรมการจัดการ


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