The Influence of e-Service Quality and Trust on Repurchase Intention of Online Shopping in Thailand
Keywords:
e-Service Quality, Trust, Repurchase IntentionAbstract
The objectives of this research were to study 1) the effect of e-service quality on repurchase intention of online shopping in Thailand 2) the effect of e-service quality on trust of online shopping in Thailand 3) the effect of trust on repurchase intention of online shopping in Thailand. Data were collected from 300 online questionnaires. The statistics included mean, percentage, standard deviation and using the structural equation model to analyze and test the hypothesis.
The result shows that e-service quality have both direct and indirect effects on repurchase intention of online shopping in Thailand at statistically significance level of 0.001. E-service quality also has a direct effect on trust of online shopping in Thailand at statistically significance level of 0.001. Furthermore, trust has a direct effect on repurchase intention of online shopping in Thailand at significance level of 0.001.
From this research, there were important findings that e-service quality and trust are important factors in developing e-commerce strategies. Both of these factors have resulted in online customers having repeat purchase intentions and can use the information obtained from the research as a best practice to create the success factors of e-commerce entrepreneurs in Thailand.
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