Factor Influencing Trust and Repurchase Intention on Online Shopping Platform: A Case Study on Generation Y in Thailand

Chayapon Chantaphakul

Authors

Chayapon Chantaphakul Technology Education Management, Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

Keywords:

Trust, Repurchase Intention, Online Shopping Platform, Generation Y

Abstract

This study seeks to evaluate the factor that influence trust and repurchase intention of online shopping platforms among Generation Y customers in Thailand, measured by responsiveness, perceived usefulness, enjoyment, customer satisfaction, and perceived value. This research has applied a quantitative method and multiple sampling techniques to collect a total number of 500 responses from Generation Y users who lived in Thailand and prefer shopping through online shopping platforms. The index of item-objective congruence (IOC), pilot test, confirmatory factor analysis (CFA), and structural equation model (SEM) were implemented to analyze the data and test the overall model along with the proposed research hypotheses. The results revealed that trust on online shopping platform was contributed by responsiveness and repurchase intention was positively influenced by all measurement factors, where enjoyment, customer satisfaction, and perceived value have the strongest influence. Hence, the visual and functionalities of online shopping platform should be simple, appealing, enjoyable, and useful with prompt response and quality product and services to enable customers to browse and purchase according to their needs. This would consequently induce Generation Y customers’ trust and repurchase intention on the same online shopping platform.

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