A Development of the Causal Model of Consumer’s Repurchase Intention to Online Retailing

  • Laddawan Choketaworn School of Social Technology, Suranaree University of Technology, Nakhon Ratchasima
  • Kanchana Sukanthasirikul School of Social Technology, Suranaree University of Technology, Nakhon Ratchasima
  • Sareeya Wichitsatian School of Social Technology, Suranaree University of Technology, Nakhon Ratchasima
Keywords: Satisfaction, Loyalty, Repurchase Intention, Online Retailing

Abstract

The purpose of this research was to develop a causal model for consumer’s repurchase intention to online retailers, to explained factors that have an impact on consumers’ repurchase decision making. Basing on theories and literature review. The result showed that 5 factors affecting online consumer’s repurchase intention were perceived usefulness, perceived ease of use, perceived value, satisfaction and loyalty. Furthermore, perceived usefulness, perceived ease of use and perceived value have also affected satisfaction and loyalty. This developed causal model confirmed that there are other variables in addition to combining variables from technology acceptance model and expectation-confirmation model of continued IT usage that mentioned factors affecting satisfaction and continued intention to repurchase product or service from technology system. Those additional factors that related to repurchase intention were perceived value and loyalty. If this model is tested for its validity and consistency using empirical data, it would be beneficial for business or entrepreneurs to obtain useful information that would enable the decision maker to mark strategies and business plan that suitable to their customers. This would further enhance the business ability to reach out to more customers and make profit gain at present and in the future.

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References

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Published
2021-02-04
How to Cite
Choketaworn, L., Sukanthasirikul, K., & Wichitsatian, S. (2021). A Development of the Causal Model of Consumer’s Repurchase Intention to Online Retailing. RMUTI JOURNAL Humanities and Social Sciences, 8(1), 108-127. Retrieved from https://so05.tci-thaijo.org/index.php/RMUTI_SS/article/view/247676
Section
Academic Articles