Factors Influencing Satisfaction in Purchasing Products Through the Electronic Commerce Channel Shopee
Article Sidebar
Main Article Content
Abstract
This research aims to study the quality of service, purchasing experience, trust, and satisfaction towards online shopping through Shopee e-commerce platform and to study the influence of service quality, purchasing experience, and trust on satisfaction with online shopping through the electronic commerce channel Shopee. Data was collected via an online Google form survey from customers who had purchased products through Shopee within the past six months. The questionnaire link was distributed through Shopee's pages on Facebook and Line. A non-probability accidental sampling method was employed. Data collection was stratified to ensure diversity, with distribution across various ages and occupations. The sample size was determined according to the recommendations proposed by Kline (2011), resulting in a sample of 410 respondents. Descriptive statistics includes percentages, frequency distribution, mean, and standard deviation. The findings from confirmatory factor analysis and structural equation modeling (SEM) indicate that service quality influences trust and the purchasing experience on Shopee. Both trust and purchasing experience influence satisfaction with products purchased through Shopee.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
References
Akroush, N. M., & Al-Debei, M. M. (2015). Consumer attitudes towards online shopping The effects of trust, perceived benefits, and perceived web quality. Business Process Management Journal, 25(5), 707-733.
Bentler, P. M. (1992). EQS structural equations program manual. Los Angeles: BMDP Statistical Software.
Byrne, B. M. (2013). Structural equation modeling with AMOS: Basic concepts, applications, andprogramming. New York: Routledge.
Dabot, A., & Suveatwatanakul, C. (2022, October-Dcecember). Service Quality Development to Strengthen Visa Service Company’s Brand Loyalty in Thailand. The Golden Teak: Humanity and Social Science Journal (GTHJ.), 28(4), 194-206. [In Thai]
Dagger, T. S., Sweeney, J. C., & Johnson, L. W. (2007, November). A Hierarchical Model of Health Service Quality. Journal of Service Research, 10(2), 123-142.
Department of Foreign Trade Ministry of Commerce. (2024). From "world factory" to "world shopping center", China continues to lead the global e-commerce market. [Online]. Available: https://www.ditp.go.th/post/158376 [2024, February 28]. [In Thai]
Fornell, C., & Larcker, D. F. (1981, August). Structural Equation Models with Unobservable Variables and Measurement Error : Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
Hair, J., et al. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications, Inc.
Hair, J. F., et al. (1998). Multivariate data analysis. (5 th ed.). United States of America, U.S.A.: Prentice Hall.
Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Con-ventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Jitkuekul, P., et al. (2017, January-June). The mediating role of brand credibility on the relationship between brand familiarity and brand attitude of green product. Sripatum review of humanities and social sciences, 17(1), 72-82. [In Thai]
Kemp, S. (2024). Digital 2024: global overview report. [Online]. Available: https://datareportal.com/reports/digital-2024-global-overview-report. [2024, February 28]. [In Thai]
Kemp, S. (2024). Digital 2024: 5 billion social media users. [Online]. Available: https://wearesocial.com/uk/blog/2024/ 01/digital-2024-5-billion-social-media-users/ [2024, February 28]. [In Thai]
Kline, R. B. (2011). Principles and practice of structural equation modeling. (3 rd ed). New York, NY: The Guilford Press.
Lerksirinukul, P. (2024). Thailand e-Commerce Trend 2023. [Online]. Available: https://techsauce.co/tech-and-biz/thailand-e-commerce-trend-2023 [2024, February 28]. [In Thai]
Likert, R. (1967). New Patterns of Management. New York: McGraw-Hill.
Maklan, S., & Klaus, P. (2011, January). Customer experience: are we measuring the right things?. International Journal of Market Research, 53(6), 771-772.
Marsh, H. W., & Hocevar, D. (1985). Application of Confirmatory Factor Analysis to the Study of Self-Concept: First- and Higher-Order Factor Models and Their Invariance across Groups. Psychological Bulletin, 97(3), 562-582.
Marketeer Team. (2024). Shopee It's time to wake up and take a stand. [Online]. Available: https://marketeeronline.co/archives/269189 [2024, February 28]. [In Thai]
Madiawati, P. N., et al. (2020, August). Customers' Satisfaction of online shopping measured by information Quality and trust factors. International Journal of Management, 11(8), 1094-1105.
McKnight, D. H., & Chervany, N. L. (2002, January). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-60.
Murni, Y. (2018). Analysis of the influence of trust, easiness in shopping, product quality to customer satisfaction to increasiness in shopping consumer loyalty online shopping. International Journal of Economics, Business and Management Research, 2(4), 2456-7760.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988, January). SERVQUAL: A multiple-item scale form measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-41.
Pappas, O. I., et al. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187-204.
Price Insights. (2024). The Map of E-Commerce in Thailand. [Online]. Available: https://ipricethailand.com/ insights/mapofecommerce/ [2024, February 28]. [In Thai]
Raval, H., & Bhatt, V. (2020, July). A study on impact of E service quality dimensions of online shopping platforms on overall service experience. Alochana Chakra Journal, 9(6), 1066-1080.
Schreiber, J. B., et al. (2006, July). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323-337.
Tang, L. L., & Nguyen T.H., H. (2013, November). Common Causes of Trust, Satisfaction and TAM in Online Shopping: An Integrated Model. Journal of Quality, 20(5), 483-501.
