Multiple Group Analysis of Causal Relationship Model of Successful Information System for Online Sellers in Thailand between Lazada and Shopee Platforms
Article Sidebar
Main Article Content
Abstract
This research aims to (1) examine the perception of the quality of online sales information systems in Thailand, (2) explore the success of online sales information systems in Thailand, (3) develop a causal relationship model for the success of online sales information systems in Thailand, and 4) validate the invariance of the causal relationship model for the success of online sales information systems in Thailand across the Lazada and Shopee platforms. The study employed simple random sampling and involved a sample of 800 consumers who use online shopping services on Lazada and Shopee. Data was collected through an online questionnaire distributed via Google Forms. The research instrument used was a questionnaire evaluating the success of online sales information systems across the two platforms. Data analysis was conducted using multiple group analysis to examine differences between the two platforms. The research findings indicate that: (1) The perception of the quality of online sales information systems in Thailand is perceived at a high level, (2) The success of online sales information systems in Thailand is perceived at a high level, (3) The developed model demonstrated consistency with empirical data. Latent variables including perception of data quality, system quality perception, perception of service quality, intention to use information systems, and user satisfaction with information systems explain 82% of the variance in the success of the information system, and (4) The causal relationship model for the success of online sales information systems in Thailand developed reveals variant parameters between the Lazada and Shopee platforms.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
References
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Buaban, N., Hansanti, S., and Changchenkit, C. (2023). Technology Acceptance and Information System Success Affecting Intention to Use with User’s Satisfaction as a Mediator: A Case Study of Krungthai NEXT application. Journal of Kasetsart Business Applied, 17(27), 1-20. https://doi.org/10.14456/kab.2023.7 (in Thai)
Chantabul, S., and Phornprapa, K. (2020). Factors Affecting Customers’ Behavior on Online Product Purchasing Decisions Via the Lazada Application of Gen Z Customers. Thesis of the Degree of Master of Business Administration. Bangkok: Silpakorn University. (in Thai)
Cochran, W. G. (1953). Sampling Techniques. New York: John Wiley and Sons, Inc. Social Forces, 32(3), 304–305. https://doi.org/10.2307/2573260
DeLone, W. H., and McLean, E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, 19(4), 9-30. https://doi.org/10.1080/07421222.2003.11045748
Electronic Transactions Development Agency. (2020). Results of the Value of e-Commerce Survey in Thailand. [Online]. Retrieved November 27, 2022, from: https://www.etda.or.th/th/pr-news/ETDA-Reveals-the-Value-of-e-Commerce-in-2021.aspx (in Thai)
Hair, J. F., Black, W. C., Babin, B. J., and Anderson, R. E. (2019). Multivariate data analysis a global perspective. 8th ed. Prentice – Hall International.
Kaewchuer, S., Phungniran, B., and Kortana, T. (2019). Factors for Success for Online Business Entrepreneurs in the Digital Age. Journal of Industrial Technology, 15(2), 33-44. (in Thai)
Lertchakorn, P. (2016). Website Quality, Trust, Perceived Value, Rating and Feedback Affecting Decision to Purchase Products via eBay of Customers in Bangkok. Independent Study of the Degree of Master of Business Administration. Bangkok: Bangkok University. (in Thai)
Phanthabutr, S. (2017). Living Contemporarily in the Digital Age. Journal of Social Communication Innovation, 5(2), 161-167. (in Thai)
Pookerd, D. (2019). Factors Affecting Product Purchasing Decision Towards Shopee Application in Bangkok. Independent Study of the Degree of Master of Business Administration in Marketing Management. Bangkok: Siam University. (in Thai)
Ratsameechot, B. (2018). Re-purchase through online marketing channel on Lazada website of the consumers in Samut Sakhon Province. Journal of Humanities and Social Sciences, 2(2), 14-34. (in Thai)
Schumacker, R. E. and Lomax, R. G., (2016). A beginner’s guide to structural equation modeling. 4th ed. Taylor and Francis.
Singtraiphop, C., and Klunklin, P. (2021). Perceived Quality and Trust in Information System from Viewing Facebook Live of Thai Generation Y Consumers Towards Online Purchasing Decision of Fashion Clothes. Journal of Innovative Business Management Research, 7(1), 73-80. (in Thai)
Sompong, T. (2021). The Study of Factors Affecting Buying Decisions About Shopping Online of Consumers in Nakhon Pathom Province. Thesis of the Degree of Master of Engineering Program in Engineering and Management. Bangkok: Silpakorn University. (in Thai)
