แบบจำลองความตั้งใจกลับมาซื้อสินค้าของลูกค้า: การศึกษาระบบพาณิชย์อิเล็กทรอนิกส์แบบ B2C ในประเทศไทย (A MODEL OF AN EXPERIENCED CUSTOMER’S REPURCHASE INTENTIONS: A STUDY OF B2C E-COMMERCE IN THAILAND)

Authors

  • ไอริณย์ สมบูรณ์ คณะวิทยาศาสตร์และเทคโนโลยี มหาวิทยาลัยอัสสัมชัญ

Abstract

การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อศึกษาการประยุกต์ใช้คุณภาพเว็บไซต์ (Website Quality) ความยุติธรรม (Justice) การรับรู้ถึงความง่ายในการใช้งาน (Perceived Ease of Use) การรับรู้ถึงประโยชน์ที่เกิดจากการใช้งาน (Perceive Usefulness) ความไว้วางใจ (Customer Trust) ทัศนคติต่อการซื้อสินค้าออนไลน์ (Attitude Toward Online Shopping) และความจงรักภักดี (Customer Loyalty) กับทฤษฎียืนยันความคาดหวัง (Expectation-Confirmation Theory (ECT)) เพื่อศึกษาความตั้งใจกลับมาซื้อสินค้าของลูกค้าในระบบพาณิชย์อิเล็กทรอนิกส์แบบ B2C ของประเทศไทย ซึ่งโมเดลทฤษฎียืนยันความคาดหวัง (ECT) ใช้สำหรับการทดสอบความเชื่อและผลกระทบที่มีอิทธิพลต่อความตั้งใจกลับมาใช้สารสนเทศ ในการศึกษาครั้งนี้ได้ขยายโมเดลทฤษฎียืนยันความคาดหวัง (ECT) โดยการเพิ่มคุณภาพเว็บไซต์ ความยุติธรรม การรับรู้ถึงความง่ายในการใช้งาน การรับรู้ถึงประโยชน์ที่เกิดจากการใช้งาน ความไว้วางใจ ทัศนคติต่อการซื้อสินค้าออนไลน์ และความจงรักภักดี เพื่อแสดงให้เห็นแนวทางที่เหมาะสมต่อความตั้งใจกลับมาซื้อสินค้า การทดสอบและพัฒนาโมเดลได้จากการเก็บข้อมูลกลุ่มตัวอย่างที่มีประสบการณ์ในการซื้อสินค้าออนไลน์จำนวน 401 คน ซึ่งผลลัพธ์ชี้ชัดว่า ความไว้วางใจมีผลต่อความพึงพอใจและความจงรักภักดี ความพึงพอใจมีผลต่อความจงรักภักดี และทัศนคติต่อการซื้อสินค้าออนไลน์ ทั้งหมดนี้มีผลกระทบอย่างมีนัยสำคัญต่อความตั้งใจกลับมาซื้อสินค้า ดังนั้นการวิจัยนี้เชื่อว่าทฤษฎีสนับสนุนที่ค้นพบรวมถึงการตีความรายละเอียดของผลการปฏิบัติสามารถนำไปการดำเนินงานและพัฒนาระบบพาณิชย์อิเล็กทรอนิกส์ของประเทศไทยต่อไป

 

 

The purpose of this research is to investigate the applicability of including "website quality, justice, perceived ease of use, perceive usefulness, customer trust, attitude toward online shopping and customer loyalty" in the expectation confirmation theory (ECT) when studying the intention to repurchase on B2C e-commerce of customers in Thailand. An original ECT model examines cognitive beliefs and affects that influence one’s intention toward continual use of information system. In this study, for the sample collected, an extended ECT model with an additional path from the website quality, justice, perceived ease of use, perceive usefulness, customer trust, attitude toward online shopping and customer loyalty to repurchase intention is shown to provide a better fit than the path from all path to repurchase intention. The model is tested and developed using data collected from a sample of 401 experienced online shoppers. The results indicate that customer trust to customer satisfaction, customer trust to customer loyalty, customer satisfaction to customer loyalty, and attitude toward online shopping, all contributed significant impact to the repurchase intention. Thus, this research believes that a theoretical contribution the findings include a detailed interpretation of practical implications for those responsible for the operation and development of B2C e-commerce.

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Published

2018-05-15

How to Cite

สมบูรณ์ ไ. (2018). แบบจำลองความตั้งใจกลับมาซื้อสินค้าของลูกค้า: การศึกษาระบบพาณิชย์อิเล็กทรอนิกส์แบบ B2C ในประเทศไทย (A MODEL OF AN EXPERIENCED CUSTOMER’S REPURCHASE INTENTIONS: A STUDY OF B2C E-COMMERCE IN THAILAND). Srinakharinwirot Research and Development Journal of Humanities and Social Sciences, 9(18, July-December), 258–276. Retrieved from https://so04.tci-thaijo.org/index.php/swurd/article/view/123785

Issue

Vol. 9 No. 18, July-December (2017): Srinakharinwirot Research and Development (Journal of Humanities and Social Sciences)

Section

บทความวิจัย

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