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

dc.contributor.advisorPatchanee Cheyjunyath
dc.contributor.authorLalita Puangmahath
dc.date.accessioned2019-01-20T07:24:15Z
dc.date.available2019-01-20T07:24:15Z
dc.date.issued2017th
dc.date.issuedBE2560th
dc.descriptionDissertation (Ph.D.(Communication Arts and Innovation))--National Institute of Development Administration, 2017th
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.th
dc.format.extent244 leavesth
dc.format.mimetypeapplication/pdfth
dc.identifier.doi10.14457/NIDA.the.2017.23
dc.identifier.otherb203305th
dc.identifier.urihttp://repository.nida.ac.th/handle/662723737/4071th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subjecte-Thesisth
dc.subjectMarketing communicationsth
dc.subject.otherCommunication in marketingth
dc.subject.otherElectronic commerceth
dc.subject.otherLoyaltyth
dc.subject.otherCustomer loyaltyth
dc.subject.otherStructural equation modelingth
dc.titleThe causal model of factors affecting Thai customer loyalty towards e-commerce businessth
dc.title.alternativeโมเดลปัจจัยเชิงสาเหตุความภักดีของผู้บริโภคชาวไทยต่อธุรกิจอี-คอมเมิร์ซth
dc.typetext--thesis--doctoral thesisth
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.departmentThe Graduate School of Communication Arts and Management Innovationth
thesis.degree.disciplineCommunication Arts and Innovationth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
thesis.degree.nameDoctor of Philosophyth
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