บุพปัจจัยของความผูกพันในกลุ่ม ความภูมิใจในกลุ่ม และความไว้วางใจในสมาชิกที่ผลต่อความภักดีของผู้ซื้อบนเว็บไซต์โชเซียลเน็ตเวิร์ค

Oranuch  Suebboon; Thanaphorn  Rangsikanpum; Suthasinee  Arun; Chompoonut  Narintrangkul Na Ayudhaya; Sasinipa  Srikanlayaniwart; Prasittichai Narakorn

doi:10.14456/psruhss.2023.4

Authors

Oranuch Suebboon Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
Thanaphorn Rangsikanpum Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
Suthasinee Arun Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
Chompoonut Narintrangkul Na Ayudhaya Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
Sasinipa Srikanlayaniwart Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000
Prasittichai Narakorn Faculty of Management Sciences, Pibulsongkram Rajabhat University, Phitsanulok 65000

DOI:

https://doi.org/10.14456/psruhss.2023.4

Keywords:

Customer loyalty, Communal engagement, Group self-esteem, Trust in members

Abstract

The objectives of this research is to examine factors influence Customer Loyalty as follows: Group Self-Esteem, Communal Engagement and Trust in Members who buy products from social network site. The researchers used quantitative method to 519 customers who buy products from social network site and analyzed by Structural Equation Model analysis from AMOS. The research findings: Communal Engagement, Trust in Member, and Group Self-Esteem have significantly positive influence on Customer Loyalty (p < .05).

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