THE CAUSAL FACTORS INFLUENCING ONLINE CONSUMERS’ REPURCHASE INTENTION IN NORTHEASTERN PART OF THAILAND
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Abstract
The objectives of this research are 1) to study factors influencing the intention to repurchase of consumers online, 2) to create a model and develop a model of causal factors that influence the intention to repurchase of consumers online, and 3) to study the direct and indirect influences of the intention to repurchase of online consumers. This study is a quantitative research. The sample group used in the research consisted of 386 online product consumers. Data were; collected using a questionnaire. Data were analyzed using descriptive statistics, Pearson correlation coeffcient, confirmatory factor analysis, and structural equation model analysis. The results of the research reveal that 1) the factors of website characteristics, consumer attitude, online shopping experience, and repeat purchase intention are rated at the high level, 2) the developed model is consistent with the empirical data; there is an index for checking the harmony of the format with the chi-square statistic (χ2) = 129.152, at degrees of freedom (df) = 47, p = 0.000, χ2/df = 2.748, Comparative Fit Index (CFI) = 0.964, Goodness-of-Fit Index (GFI) = 0.958, Root Mean Square Error of Approximation (RMSEA) = 0.066, Root Mean Square Residual Index (RMR) = 0.023. The model includes influential variables that have direct impact on the intention to repurchase, namely, the website characteristics, consumer attitude, and online shopping experience. Meanwhile, online shopping experience has a negative direct influence on the intention to repurchase. Variables that have an indirect influence on intention to repurchase are the website characteristics, and consumer attitude. The suggestion from the study is that designing a user-friendly website with clear and organized information, along with a responsive customer support system, helps build trust and enhance the online shopping experience. However, issues such as slow delivery, damaged products, or items not matching their descriptions can decrease customer satisfaction and repeat purchase intentions.
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