Marketing strategies that influence attitudes and behaviors Consumer repeat purchases and services via online platforms in Thailand
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Abstract
The objectives of this article were 1) to study the factors that influence the consumer’s attitude and their behavior of purchasing products and services through online platforms in Thailand 2) to develop marketing strategy models which have direct effect to consumer’s repurchase decision. The sample group used in this study comprised 225 consumers in Thailand who had experienced of shopping online through online platforms in Thailand. The tool used to collect data in this research was an online questionnaire. The statistics used in the data analysis were frequency, percentage, and structural equation model. The results indicated that factors influencing attitudes and consumer behavior of purchasing products and services through online platforms in Thailand consist of 3 aspects: 1) product 2) store responsiveness and 3) reviews (word of mouth) had direct effect to consumer’s repurchase decision. while product price aspect and products information details had no influence to consumers ’decision to repurchase products and services. The results of the research indicate the importance of various factors. which leads to sustainable business operations in the long term.
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References
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