TY - JOUR AU - คำสุข, แววมยุรา AU - กำแพงเพชร, มรกต AU - ภู่เผือก, อาภรณ์ AU - ศิวเวชช, ปรียา AU - เพ็งจันทร์, พัฒนพงศ์ AU - ฮาตระวัง, ฉัตรแก้ว PY - 2019/06/27 Y2 - 2024/03/29 TI - A Causal Factors Model Inflf luencing Consumer Loyalty toward AliExpress Application of China in Thailand JF - Business Review Journal JA - bus. rev. j. VL - 11 IS - 1 SE - Research Articles DO - UR - https://so01.tci-thaijo.org/index.php/bahcuojs/article/view/198279 SP - 111-126 AB - <p>The purpose of this research was to study the factors influencing of the variable needs<br>of consumer loyalty of AliExpress application use and to develop a model of factors that<br>influence the loyalty of consumers using AliExpress application express in Thailand. The<br>research instrument was a questionnaire to collect data from 400 consumers who using<br>AliExpress application. Results indicated that the structure (Structure Equation model: SEM)<br>showed Customer Satisfaction and the Perceive Value had a direct positive influence on<br>Consumer Loyalty. Furthermore, the Perceive Quality had an indirect positive influence on<br>Consumer Loyalty toward Customer Satisfaction and Perceive Value. The final model can<br>explain the Loyalty of Consumers with 74 percent (R<sup>2</sup> = 0.74).</p> ER -