The Impact of Social Influence and Information System Quality on Online Consumer Loyalty in Bangkok Metropolitan Area
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Abstract
This study aims to investigate the impact of Social Influence and Information System Quality on online consumer loyalty in Bangkok Metropolitan Area. The survey research was employed and online questionnaires were used to collect the data from 400 online consumers in Bangkok Metropolitan Region. The statistical techniques used to analyze the data included percentage, mean, standard deviation, and multiple regression analysis. The findings showed that in overall, the level of online consumer loyalty in Bangkok Metropolitan Region is at high level. The results of this analysis also showed that the highest mean of online consumer loyalty is Repurchase, followed by Commitment, Recommendation, and Referral, respectively. The results of hypothesis testing revealed that have Social Influence, including Subjective Norms and Visibility have significant and positive effect on online consumer loyalty in Bangkok Metropolitan Region. Moreover, it was found that three aspects of Information System Quality, which are Usefulness, Reliability, and Response Time have significant and positive effect on online consumer loyalty in Bangkok Metropolitan Region at level p value ≤ 0.05.
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