Antecedents of Repurchasing Intentions of Electronic Commerce in Thailand
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Published:
Dec 20, 2019
Keywords:
path analysis repurchase intention electronic commerce partial least squares structural equation modeling
Main Article Content
Abstract
The present study examined the e-commerce repurchasing intention of customers in Thailand. The model proposed two main lines of antecedent factors related to repurchasing intentions. The first line consisted of e-service quality, e-satisfaction, e-loyalty and repurchasing intention which were based on the expectation-confirmation theory and self-determination theory. The second line consisted of e-service quality, e-trust and repurchasing intention which were based on the Reasoned Action Theory. The study used a consistent partial least squares structural equation model. The hierarchical component model of e-service quality was constructed based on a Reflective-reflective model.
The results showed that, in second order constructs, the efficiency, system availability, fulfillment, privacy and reliability all performed well to reflect the e-service quality. The determinants that defined the effect of repurchasing intention were e-service quality, e-trust and e-satisfaction with e-loyalty not being significantly related to it. The best antecedent of repurchasing intention was e-service quality because it had a significant positive effect on all antecedent factors including repurchasing intention.
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References
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มนตรี พิริยะกุล, ระพีพรรณ พิริยะกุล, อรไท ชั้วเจริญ, มานัส บุญยัง, ประทานพร พิริยะกุล และอินทกะ พิริยะกุล (2558). ปัจจัยที่มีอิทธิพลต่อการตั้งใจใช้การทำธุรกรรมทางอินเทอร์เน็ตซ้ำ. วารสารลานนาวิชาการ, 1(1), 1- 21.
ยุวรี ผลผลันธิน. (2561). บทบาทการส่งผ่านของตัวแปร: หลักการและการนำไปใช้. Veridian E-Journal, 11(3), 3433-3441.
Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123–138.
Barclay, D. Higgins, C. & Thompson, R. (1995). The partial least squares approach to causal modeling: Personal computer adoption and use as an illustration. Technology Studies, 2(2), 285-309.
Barnes, S., & Vidgen, J. V. (2001). An evaluation of cyber-bookshops: The WebQual method. International Journal of Electronic Commerce, 6(1), 11-30.
Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal or Personality and Social Psychology. 51(6), 1173-1182.
Bart, Y., Shankar, V., Sultan, F., & Urban, G. (2005). Are the drivers and role of online trust the same for all Web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69, 133-152.
Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370.
Brynjolfsson, E., & Kahin, B., (Eds.). (2000). Understanding the Digital Economy: Data, Tools, and Research. Cambridge, MA: MIT Press.
Cheah, Memon, Chuah, Ting, & Ramayah, (2018). Assessing reflective models in marketing research: A comparison between PLS AND PLSc estimates. International Journal of Business and Society. 19(1), 139-160.
Chenet, P., Dagger, T. S., & O'Sullivan, D. (2010). Service quality, trust, commitment and service differentiation in business relationships. Journal of Services Marketing, 24(5).336 – 346.
Chiu, C. M., Huang, H. Y., & Yen, C. H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2), 148-159.
Chiu, C. M., Hsu, M. H., Lai, H., & Chang, C. M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835-845.
Chiu, C. M., Wang, E. T., Fang, Y. H., & Huang, H. Y. (2014). Understanding customers' repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1), 85-114.
Chung, K. H., & Shin, J. I. (2008). The relationship among e-retailing attributes, e-satisfaction and e-loyalty, management review. An International Journal, 3(1), 23-45.
Chu, K.-M., & Yuan, J. (2013). The effects of perceived interactivity on e-trust and e-consumer behaviors: The application of fuzzy linguistic scale. Journal of Electronic Commerce Research, 14(1), 124-136.
Claudia, I. (2012). A decomposed model of consumers’ intention to continue buying online. Economic Insights Trends & Challenges, 1(4), 58–70.
Cohen J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates.
Dash S, & Saji K. (2007). The role of consumer self-efficacy and website social-presence in customers’ adoption of B2C online shopping: an empirical study in the Indian context. Journal of International Consumer Marketing. 20(2),33-48.
Dabholkar, P. A., Shepherd, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76, 139–173.
Dijkstra T. K., & Henseler, J. (2015a). Consistent and asymptotically normal PLS estimators for linear structural equations. Computational Statistics & Data Analysis, 81, 10-23.
Dijkstra T. K., & Henseler, J. (2015b). Consistent partial least squares path modeling. MIS Quarterly, 39(2), 297-316.
Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K.H. (2014). Trust, satisfaction and online repurchase intention: The moderating role of perceived effectiveness of e-commerce institutional mechanisms. MIS Quarterly, 38(2), 407-427.
Fassnacht, M., & Koese, I. (2006). Quality of electronic services: Conceptualizing and testing a hierarchical model. Journal of Service Research, 9(1), 19-31.
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Frazier, P. A., Tix, A. P., & Barron, K. A. (2014). Testing moderator and mediator effects in counseling psychology research. Journal of Counseling Psychology, 51(1), 115–134.
Gremler, D. D. (1995). The effect of satisfaction, switching costs, and interpersonal bonds on service loyalty (Unpublished doctoral dissertation). Arizona State University.
Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139-158.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20, 277–319.
Henseler, J., & Dijkstra, T. K. (2015). ADANCO 2.0, Composite modeling, Kleve. Retrieved from www.compositemodeling.com
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Henseler, J., Hubona, G. S., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 1–19.
Herington, C., & Weaven, S. (2009). E-retailing by banks: e-service quality and its importance to customer satisfaction. European Journal of Marketing, 43(9/10), 1220-1231.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
Karahanna, E., & Straub, D.W. (1999). The psychological origins of perceived usefulness and ease of use. Information & Management, 35(4), 237-250.
Kennedy, M. S., Ferrell, L. K., Leclair, D. T. (2001). Consumers trust of salesperson and manufacturer: An empirical study. Journal of Business Research, 51(2), 73-86.
Kock, N. (2015). A note on how to conduct a factor-based PLS-SEM analysis. International Journal of e-Collaboration, 11(3), 1-9.
Kock, N. (2017). Factor-based SEM building on consistent PLS: An information systems illustration. Laredo, TX: ScriptWarp Systems.
Kotler, P. (2000). Marketing management (10th ed.). New Jersey, Prentice-Hall.
Lee, M., & Turban, E. (2001). A trust model for consumer internet shopping. International Journal of Electronic Commerce, 6(1), 75-91
Lin, C. P., & Ding, C. G. (2005). Opening the black box: Assessing the mediating mechanism of relationship quality and the moderating effects of prior experience in ISP service. International Journal of Service Industry Management, 16, 55– 80.
Lin, C. P., Tsai, Y. H., & Chiu, C. K. (2009). Modeling customer loyalty from an integrative perspective of self-determination theory and expectation–confirmation theory. Journal of Business and Psychology. 24(3), 315-326.
Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2000.). WebQual: a web site quality instrument [Working Paper No. 2000-126-0]. Athens, GA: University of Georgia.
Lohmöller, J. -B. (1989). Latent variable path modeling with partial least squares. Heidelberg: Physica-Verlag.
Luarn, P., & Lin, H. -H. (2003). A customer loyalty model for e-service context. Journal of Electronic Commerce Research, 4(4), 156-167.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(4), 334-359.
Morgan, R. M., & Hunt, S.D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL: A multiple item scale for electronic service quality. Journal of Service Research, 7(3), 213-233.
Pavlou, P. A., & Gefen, D. (2004). Building effective online market places with institution-based trust. Information Systems Research, 15(1), 37-59.
Palvou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online exchange relationships: A principal-agent perspective. MIS Quarterly, 31(1), 105-136.
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